Cannes Lions

ORANGE TIME ENTERTAINMENT PORTAL

SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / ORANGE / 2009

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Overview

Entries

Credits

Overview

Execution

Using our insight that when lights go out in the cinema it's the signal that puts us in the mood, we created a banner that opens only if you switch off the room lights. Physically. Literally.After users switched off their room lights, the banner activated and exposed the campaign's trailer. When the trailer ended, surfers were redirected to Orange's portal. If they switched the lights on while the trailer was still running, the page went back to normal until they switched off the lights again.The banner used a unique webcam-based technology that analyzed the variations in light's intensity.

Outcome

The banner achieved a 1.37% click rate, much higher than the country's average click rate of 0.2%.During the campaign there was a 50% increase in visitations to the orange site and in one month, orange became the NO.1 VOD portal in the country.

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