ORANGE: WHEN THE LIGHTS ARE OFF

Credits:

Type of Entry: Use of Media
Category: Best Use of Internet
Title: WHEN THE LIGHTS ARE OFF
Advertiser/Client: ORANGE
Product/Service: ORANGE TIME
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Advertising Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Creative Credits
Name Company Position
Gideon Amichay Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Creative Director
Eran Gefen Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Creative Director
Lena Feldman Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Art Director
Roy Cohen Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Copywriter
Rani Sebag Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Copywriter
Amichay Kattan Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Supervisor
Dima Patt Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Flash Designer
Rona Rozental Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Account Executive
Details
Results and Effectiveness:
The banner achieved 1.37% click rate, much higher than the country's average click rate of 0.2%. During the campaign there was a 50% increase in visitations to the orange site and in one month, orange became the NO.1 VOD portal in the country.
Creative Execution:
After surfers switched off their room lights the banner activated and exposed the campaign's trailer. When the trailer ended, surfers were redirected to Orange's portal. If they switched the lights on while the trailer was still running, the page went back to normal until they switched off the lights again. The banner used a unique webcam-based technology that analyzed the variations in the light's intensity. The banner's special effect solved our challenge: To activate the banner surfers had to switch off the room lights. In this way we made sure that when they were redirected to the Orange Time portal (for watching one of the movies) they got the maximum viewing experience.
Insights, Strategy and the Idea:
Orange wanted to promote Orange time,its new paying entertainment and movies portal, via an internet banner. Our challenge was to prove to surfers that watching a movie on the internet is just as good as watching one at the cinema and to prove the campaign slogan: a viewing experience like you've never known before. Using our insight that when lights go out in the cinema it's the signal that puts us in the mood and heightens our expectations, we created a banner that opens only if you switch off the room lights. Physically. Literally