Titre | Gothic |
Agence | Publicis Conseil |
Campagne | Orange Rockcorps |
Annonceur | Orange |
Marque | Orange Rockcorps |
Mise en ligne | Octobre 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 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 |
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 | www.orangerockcorps.fr |
Maison de production | Soixante Quinze 75 |
Réalisateur | Vincent Lobelle |
Producteur | Emmanuel Guiraud |
Directeur de la photo | Glynn Speeckaert |
Monteur | Cyril Nakache |
Monteur | Stéphane Couturier |
Compositeur de musique | Eric Cervera |
SFX Images | Mikros Image |
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 |