Elena Cabrero
Global Brand Advertising and Activation Director at Orange
Spain, Espagne
Campagne #NowNeverLater
Annonceur Orange
Marque Orange Yo
Date de première diffusion/publication
Secteur d'activité Télécommunications
Philosophie First launched in 2017, Yo is the communication platform developed by Orange and Publicis Conseil to address youth in MENA (Egypt, Jordan, Morocco, Tunisia), who represent a significant part of the population in this region and are a key audience for the brand. What’s Yo? A radical and bold way of communicating, designed to cut through the marketing “blahblah” wherein the brand cuts through the noise and goes straight to the point… to bring youth closer to what matters to them. Whilst Yo in 2017 focused on youth’s Fear of Missing Out (FOMO) insight with the claim “Straight up”, Orange returns with a new campaign based on this target’s desire to do things “Now, never later”. Elena Cabrero, Orange’s global brand advertising director states that “MENA youth want everything, now. What they love, they want to do it now – get it now – watch it now – show it now – share it now, never later. Orange answers their need by bringing them the connection to live in the now.” To kick off, Orange will launch 6 mini films inspired by viral videos that embody the codes of this generation: bold, free and deliberately unpolished. The films feature young people, in different situations, who all chose to follow their first instinct and live “now and never later”. The campaign also invites youngsters to share their own “Now, never later” moments on Social Media with the hashtag #NowNeverLater. The best content producers will be rewarded by the brand. The second media phase will include more details on the commercial offers that Orange developed specifically for this target
Type de média Télévision
Brand Director
Global Brand Advertising & Activations Director
Head of MENA Advertising
Music Brand Manager
International Advertising Campaign Manager
Global Media Manager
Directeur de la création
Directeur de création
Directeur artistique
Concepteur / rédacteur
Responsable de budget agence
Responsable de budget agence
Responsable de budget agence
Responsable de budget agence
Responsable de budget agence
Producteur, agence
Producteur, agence
Maison de production
Producteur délégué
Assistant de Production
Post production
Directeur de la photo
Post-production Producer
Color Grade Artist
Motion Design Lead
Producteur son
Production du son
Business Affairs

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