标题 | Gothic |
广告公司 | Publicis Conseil |
广告战役 | Orange Rockcorps |
广告主 | Orange |
品牌 | Orange Rockcorps |
Posted | 10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 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 |
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 | Soixante Quinze 75 |
导演 | Vincent Lobelle |
制片 | Emmanuel Guiraud |
摄影指导 | Glynn Speeckaert |
剪辑师 | Cyril Nakache |
剪辑师 | Stéphane Couturier |
音乐作曲家 | Eric Cervera |
SFX Images | Mikros Image |
Sound Producer | Boris Nicou |
Sound Producer | Eric Cervera |
音效制作 | WAM |
后期制作 | Jeanne Raibaut |
执行创意总监 | Olivier Altmann |
文案 | Mathieu Degryse |
文案 | Olivier Dermaux |
美术指导 | Yves-Eric Deboey |
美术指导 | Mathieu Vinciguerra |
战略企划 | Valérie Henaff |
客户总监 | Marie Wallet |
客户经理 | Céline Veyrard |
广告经理 | Alice Holzman |
广告经理 | Nicolas Guiramand |
广告经理 | Isabelle Quinlan |
广告经理 | François Baroin |
广告经理 | Véronica Hardouin |
广告经理 | Esther Gordon |