Orange Rockcorps - "Gothic"

Publicis Conseil

Publicis Conseil Paris, Francia

Premios

13883

This ad is part of the ACT Responsible Collection

Marca: Orange Rockcorps
País: Francia

Anunciante: Orange

Título	Gothic
Agencia	Publicis Conseil
Campaña	Orange Rockcorps
Anunciante	Orange
Marca	Orange Rockcorps
Posted	Octubre 2009
Sector Empresarial	Comunicación institucional
Lema	Music makes a difference.
Sinopsis	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.
Filosofía	OBJECTIVES > 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 STRATEGY 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 MEDIA BUDGET Gross budget = 7.7m Investment share = 15% TARGET AUDIENCE 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.
Medio	Televisión
Mercado	Francia
Más información	www.orangerockcorps.fr
Productora	Soixante Quinze 75
Realizador	Vincent Lobelle
Productor	Emmanuel Guiraud
Director de fotografía	Glynn Speeckaert
Montador	Cyril Nakache
Montador	Stéphane Couturier
Compositor de música	Eric Cervera
SFX Images	Mikros Image
Productor de sonido	Boris Nicou
Productor de sonido	Eric Cervera
Producción de sonido	WAM
Postproducción	Jeanne Raibaut
Director ejecutivo de creación	Olivier Altmann
Responsable de conceptos / redactor	Mathieu Degryse
Responsable de conceptos / redactor	Olivier Dermaux
Director artístico	Yves-Eric Deboey
Director artístico	Mathieu Vinciguerra
Planificador estratégico	Valérie Henaff
Director de cuentas	Marie Wallet
Responsable de cuentas de agencia	Céline Veyrard
Director de publicidad	Alice Holzman
Director de publicidad	Nicolas Guiramand
Director de publicidad	Isabelle Quinlan
Director de publicidad	François Baroin
Director de publicidad	Véronica Hardouin
Director de publicidad	Esther Gordon