|Mise en ligne||Décembre 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.|
> 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
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
Gross budget = 7.7m
Investment share = 15%
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|
|Maison de production||Soixante Quinze 75|
|Directeur de la photo||Glynn Speeckaert|
|Compositeur de musique||Eric Cervera|
|SFX Images||Mikros Images|
|Producteur son||Boris Nicou|
|Producteur son||Eric Cervera|
|Production du son||WAM|
|Post production||Jeanne Raibaut|
|Directeur de la création||Olivier Altmann|
|Concepteur / rédacteur||Mathieu Degryse|
|Concepteur / rédacteur||Olivier Dermaux|
|Directeur artistique||Yves-Eric Deboey|
|Directeur artistique||Mathieu Vinciguerra|
|Planneur stratégique||Valérie Henaff|
|Directeur de clientèle||Marie Wallet|
|Responsable de budget agence||Céline Veyrard|
|Responsable de la publicité (annonceur)||Alice Holzman|
|Responsable de la publicité (annonceur)||Nicolas Guiramand|
|Responsable de la publicité (annonceur)||Isabelle Quinlan|
|Responsable de la publicité (annonceur)||François Baroin|
|Responsable de la publicité (annonceur)||Véronica Hardouin|
|Responsable de la publicité (annonceur)||Esther Gordon|
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