CASE STUDY: Orange collaborates with Bauer portfolio for ideas
Provided by Bauer Media
Credibility and versatility of the Bauer portfolio provided Orange creative advertising ideas to bring the 'I am' message
What was the Challenge / Background of the Campaign?
To bring to life Orange's marketing platform "I Am, we are the sum of our relationships" by making it relevant to a younger audience (16-24 year olds). "I Am", needs to mean something to this audience and the audience should be encouraged to actively engage with the brand. To use the credibility and versatility of the Bauer portfolio to provide bespoke programming and creative advertising ideas to bring the 'I am' message to life across a multitude of platforms.
What was the Campaign Objective?
To engage audiences and raise awareness among the target audience
What was the Solution?
Radio:'This is Who I Am' bespoke shows: trails, live feeds and credits reflected Orange's key messages and drove listeners to the show. Contribute content to the weekend takeover shows: Kiss, Q, Kerrang and Heat Radio
Press:Interviews from key figures including Kelly Rowland and Calvin Harris placed in Heat Magazine, Q and Empire.
Digital - Harnessing the power of heatworld.com, Empire online, Kiss online, Q online, Kerrang online and social media sites.
Event: 35 Empire readers were invited to a Q&A with Terry Gilliam
What were the Results?
This was a hugely successful campaign across all platforms. The radio campaign reached over 6.3m adults aged 16-34 @ 10 OTH, over-delivering on impacts by 19.3% . Online the activity reached approx 170,000 unique users, generated 91m page impressions and attracted over 12,000 competition entries. Securing exclusive editorial positions was a massive coup and both competitions and stories were picked up by other mediums. Social networking and emails were also successful -delivering awareness and driving numbers.
What were the Key Learnings of this Campaign?
"This is who I am with Orange" A series of intimate interviews with major celebrities where we encourage them to consider the entertainment choices and in turn relationships which reveal who they really are. This would engage our audiences by providing exclusive content featuring today's biggest stars and at the same time encourage them to take part in a bespoke online tool to reveal who they are, through the entertainment choices they have made.