Orange

DIFFERENTIATION AND LOYALTY

CHALLENGE

UK Telecommunications company, Orange, was losing share to 02, their direct competitor, and sought to engage youth around their passion points of music and giving back.

DELIVERABLES

After strategizing with Orange media and creative agencies, we developed a 10-week media and activation campaign featuring broadcast TV, OOH, Digital, Social and press focusing on a series of 50 community volunteer events during which 5,000 youth earned tickets to an exclusive concert at The Royal Albert Hall.

RESULTS

• First choice purchase intention jumped 42% for those aware

• Emotional Proximity to the brand nearly doubled for those aware

• 63% increase in “Brand I Love” and 29% increase in “Brand I Trust”

• 45% increase in Employee Net Promoter Score

• £2.5mm in press value in first year

• Orange continued the platform expanding to other UK cities as well as to France and Israel for multi-year engagements to similar effect

“In the first two years, we have seen significant increases in our key brand metrics amongst both customers who have participated and those that are aware of the activity. One of the key challenges we face in the UK mobile category is to ensure that we are able to differentiate ourselves from our competitors — the program allows us to do this and gives another reason for customers to ‘love’ the Orange brand” — Chief Marketing Officer,
Orange UK