Esther Gordon
Digital Production at Orange
Paris, 法国
标题Gothic
广告公司
广告战役 Orange Rockcorps
广告主 Orange
品牌 Orange Rockcorps
Posted10月 2009
行业领域 企业传播
广告口号 Music makes a difference.
剧情简介 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.
哲学 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 people’s 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
问题 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.
媒体类别 电视
市场 法国
更多信息 www.orangerockcorps.fr
制作公司
导演
制片
摄影指导
剪辑师
剪辑师
音乐作曲家
SFX Images
Sound Producer
Sound Producer
音效制作
后期制作
执行创意总监
文案
文案
美术指导
美术指导
战略企划
客户总监
客户经理
广告经理
广告经理
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