|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.|
> 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.
|Productora||Soixante Quinze 75|
|Director de fotografía||Glynn Speeckaert|
|Compositor de música||Eric Cervera|
|SFX Images||Mikros Images|
|Productor de sonido||Boris Nicou|
|Productor de sonido||Eric Cervera|
|Producción de sonido||WAM|
|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|
I find it hard to be serious for very long. So I’ll be brief. I t...
I see creativity as a method. A method that helps make something...
Alex Grieve started his career at Saatchi & Saatchi (with his cre...
A brand, a person or an event can/must be turned into assets to b...
Jason has been helping lead the charge at 72andSunny since the ve...