Yves-Eric Deboey
Directeur de création at Publicis Conseil
Paris, France
TitreTekto
Agence
Campagne Orange Rockcorps
Annonceur Orange
Marque Orange Rockcorps
Mise en ligneDécembre 2009
Secteur d'activité Communication Corporate / Institutionnelle
Slogan Music makes a difference.
Synopsis 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.
Philosophie 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
Problème 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.
Type de média Télévision
Marché France
Plus d'info
Maison de production
Réalisateur
Producteur
Directeur de la photo
Monteur
Monteur
Compositeur de musique
SFX Images
Producteur son
Producteur son
Production du son
Post production
Directeur de la création
Concepteur / rédacteur
Concepteur / rédacteur
Directeur artistique
Directeur artistique
Planneur stratégique
Directeur de clientèle
Responsable de budget agence
Responsable de la publicité (annonceur)
Responsable de la publicité (annonceur)
Responsable de la publicité (annonceur)
Responsable de la publicité (annonceur)
Responsable de la publicité (annonceur)
Responsable de la publicité (annonceur)

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