Orange Rockcorps - "Tekto"

Publicis Conseil

Publicis Conseil Paris, France

Awards

11373

Cette création fait partie de la Collection Act Responsible

Marque: Orange Rockcorps
Pays: France

Annonceur: Orange

Titre	Tekto
Agence	Publicis Conseil
Campagne	Orange Rockcorps
Annonceur	Orange
Marque	Orange Rockcorps
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.
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