The Orange Bursary is a communication campaign that leverages Orange’s commitment to new music.

The campaign started with a series of sponsorship idents that introduced a property: characters that loved music.

We then teamed up with Universal music to make a music video for the band Clocks, using these characters which was played on MTV and other networks.

The puppets were then made into merchandise and taken to Glastonbury where Clocks were playing.

Online, the puppets had their own Facebook pages as well as online interviews and Flickr sites.

The campaign was launched via the music video both online and on TV. Then the interviews were places on YouTube and other social networking sites. Channels that it covered were sponsorship, PR, merchandising, Television, online, live events and viral. As the song and characters grew in popularity, so did the band.We then took the characters to Glastonbury as merchandise and let people use them as props whenever they were watching the bands.The campaign has driven awareness of Orange’s commitment to music as well as launch the Clocks as a serious band, getting them a gig at Glastonbury for one.