In a market dominated by bundles, Orange, a Belgian telecom challenger, created an offer that gave people the freedom to choose only what they wanted. Existing offers on the market failed to answer the growing consumer need for unlimited internet and mobile, without TV. Why pay for TV in your telco pack, if you don’t watch it anymore? That’s why Orange created Love Duo, a proposition adapted to a generation that no longer watches traditional TV. The brief: launch the new offer in a way that appeals to the digital audience and breaks traditional telecoms communication conventions, in order to attract interest. The objectives were clearly defined; make the Belgian consumer aware of and interested in this new offer. All whilst making sure the campaign continues to build the Orange Belgium brand on the long term.

In a market of limited options, Orange now gives people the freedom to choose what really matters to them and leave out what they don’t need. This principle was the basis of the campaign. The idea: make people truly feel this freedom. Instead of simply telling people about their freedom to choose, we let them actually decide what they want to see in the commercial. The main target group are people who no longer watch linear TV but mainly use the internet and mobile for media consumption, so the concept was to co-create an advert for an internet audience, actually chosen by the internet. And if you want the internet to participate, you need slightly more than just the freedom to choose. So we gave them a main character to play with. Famous cult actor Jean-Claude Van Damme: a true meme in the making and the perfect trigger for participants.

The idea: make people experience the value of being able to choose only what matters to them, just like in the new Orange offer. Instead of simply telling people about their freedom to choose, we let them actually decide what they want to see in the commercial. The main target group are people who no longer watch linear TV but mainly use the internet and mobile for media consumption, so the concept was to co-create an advert for an internet audience, actually chosen by the internet. And if you want the internet to participate, you need slightly more than just the freedom to choose. So we gave them a main character to play with. Famous cult actor Jean-Claude Van Damme: a true meme in the making and the perfect trigger for participants.

During the first phase, famous cult actor Jean-Claude Van Damme recruited participants through Facebook, Instagram, YouTube and display. Participants landed on an interactive campaign website with an incomplete script for them to contribute to. Jean-Claude reacted to their submissions - he loved them.

The whopping 34.767 participants’ ideas were then processed to create the film. Jean-Claude Van Damme did whatever people suggested, with a memorable ad perfectly fit for a digital audience as the result.

The second part of the campaign was the actual launch. A full version was spread on YouTube and Facebook, where people eagerly watched to see when their contribution would appear. Instagram stories and display drove traffic to the online movie. A short version was diffused on TV to awaken unhappy viewers to kick TV out of their telco pack. Radio, OOH and dailies were used to create incremental reach and frontload the offer.

The response was amazing. People adored being free to choose and the campaign got shared and talked about online. In total almost 35.000 people participated with 15.000 ideas already entered within the first 24h of the campaign.

With a reach of 9.6 million, the campaign managed to reach over 70% of Belgians. On top of that, the campaign got national press coverage, leading to extra awareness.

More importantly, the film actually sparked interest. 36% of people looked for information on the offer following campaign exposure. On social media, the campaign scored far above Facebook category benchmarks, exceeding ad recall with +19.6Pts, +8Pts higher on brand awareness and +6.8Pts higher on message association compared to telco averages. Proof that the campaign performed well in its digital environment. Orange also managed to move the audience; 69% of the target group really liked the fact that Orange asked them to participate.