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CASE STUDY: MADE creates a multi-media vehicle for Orange

Provided by Multiply
An interactive multimedia taxi visited all volunteer projects in Manchester and London as well as both concerts.

What was the Challenge / Background of the Campaign?

MADE devised, designed and produced a RockCorps taxi; a multi-media vehicle with which volunteers could interact on-site. MADE wanted to provide Orange with a presence at the 38 RockCorps volunteer projects in Manchester, they wanted to engage with the volunteers who arrive to register, encouraging them into a brand experience activity where they leave data capture e.g. photograph/video clip. MADE showcase last year's concert with footage & audio; demonstrating to volunteers the purpose for their hard work. All portable activity was manned by just one person.

What was the Campaign Objective?

To increase the excitement at the events for the volunteers, giving them an interactive brand experience with a call to action. Also to create familiarity of the Orange and RockCorps logo within the streets of Manchester and at the venues, creating an attractive brand experience for the film crews to capture

What was the Solution?

The taxi was fully wrapped with Rockcorps and Orange logos and branding. The taxi drove to each location and parked by the registration tent; all persons arriving saw the taxi. Internal projections faced two of the taxi's windows, continually playing footage from the 2008 concert, and whispering windows allowed audio to be heard. Inside the taxi we created a recording booth, where kids could interact with a kiosk, leaving their photo, email details and a sound note. The taxi was run single-handedly onsite by our event manager

What were the Results?

-Out of the total 2829 volunteers who registered in Manchester, we caught data from 2283 people -We sent the data results from each day straight to the client for uploading and making into the song -The Event manager was a hit with the volunteers and he gained a following on the RockCorps facebook site -Results were sent daily to the client complete with a daily report and photographs -Due to the success of the projects we were asked to be present at the final gig at the Manchester Apollo where we installed a new kiosk programme asking people to report on their experien

What were the Key Learnings of this Campaign?

The engaging and interactive content provided, allowed teenage and young to learn in a fun filled environment, where they were supported throughout by fully trained staff. Due to the campaign's interactive nature, the consumer is more likely to link their positive experience with the Orange brand

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsTeenagers & Young adults
16 - 24Both
ABC1
C2
NON-TRAD OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NorthAll YearENGAGEMENTEXPERIENTIAL
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