|Sector Empresarial||Comunicação institucional|
|Legenda||Music makes a difference.|
|História||Orange is the main sponsor of a campaign aimed at the young: Orange RockCorps, a prestigious concert organised on 2nd October, 2009, where the only way to get a ticket was to volunteer 4 hours work in an organisation.|
> Appeal to a young audience
> Challenge their perceptions about the brand: the lack of new and original I35 the scarcity of activities and products based on their interests, especially music
> Build a more sustainable relationship with this versatile target audience
Concept: Mixing 2 opposing worlds humorously: charity and music.
Specifically, using music to encourage young people to volunteer and showing them that the experience can be fun and exhilarating.
Codes: Building on music codes, using the references of the young => illustrating our concept in the form of music / video clips. The concept of the Orange RockCorps Campaign
Showing young people who, through music, have fun doing a good deed: cleaning the windows of an old peoples home, cleaning a beach, cleaning a gym
Message: With music, we can all make a difference.
A 3-screen strategy: TV, web, mobile phone for multiple contact points and better interactivity.
TV budget = 40% of the campaign, hyper affinity mass media (screens dedicated to our target), media driving visibility and boosting web traffic
Web = interactive and engaging media in affinity with the target,
Mobile = hyper affinity media, complementary to the web
Gross budget = 7.7m
Investment share = 15%
Boys and girls aged 16-24
|Problema|| Orange RockCorps is an opportunity for people to change the things around them and to attend a unique concert in France.|
The concept is simple: individuals need to give just four hours of their time to an Orange RockCorps partner association project near their home. In exchange, they receive a ticket for the year's biggest concert on 2 October at Paris Zenith Venue. Tickets are not on sale for the event, nor can they be won in any competition.
|Tipo de Mídia||Televisão|
|Produtora||Soixante Quinze 75|
|Director de fotografia||Glynn Speeckaert|
|SFX Images||Mikros Images|
|Produtor de som||Boris Nicou|
|Produtor de som||Eric Cervera|
|Produção de som||WAM|
|Director executivo criativo||Olivier Altmann|
|Director de arte||Yves-Eric Deboey|
|Director de arte||Mathieu Vinciguerra|
|Planeador estratégico||Valérie Henaff|
|Director de contas||Marie Wallet|
|Account Manager||Céline Veyrard|
|Director de publicidade||Alice Holzman|
|Director de publicidade||Nicolas Guiramand|
|Director de publicidade||Isabelle Quinlan|
|Director de publicidade||François Baroin|
|Director de publicidade||Véronica Hardouin|
|Director de publicidade||Esther Gordon|
In 2017, Murphy stepped into the position of creative director, t...
Tony Kalathara is an Indian American Creative Director from New Y...
Hey, I’m Dan. Or Daniel. Never Danny. When I’m bored, I pass the...
Heads of 4Creative 2012 - Now Fallon/London 2006 - 2012 TBWA/Lond...
Creative conceptualist, humanist, protagonist, strategist. Insigh...
Amit has 18 years of experience in Advertising, including as Nati...
The future of creative development is increasingly data-driven, p...