Título | Tekto |
Agencia | Publicis Conseil |
Campaña | Orange Rockcorps |
Anunciante | Orange |
Marca | Orange Rockcorps |
Posted | Diciembre 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 |