Orange Promo, Case study ORANGE BRITISH ACADEMY FILM AWARDS 2012 & MISS PIGGY by M&C Saatchi London

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United Kingdom
Agency M&C Saatchi London
Released February 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: ORANGE UK
Head of Entertainment: David Roberts (M&C Saatchi Sport/Entertainment)
Senior Account Manager: Alex Wilkinson (M&C Saatchi Sport/Entertainment)
Director of Communications and Corporate Affairs: Stuart Jackson (Everything Everywhere)
Head of Public-Relations and Corporate Communications: Mat Sears (Everything Everywhere)
Head of Partnerships: Andrew Pearcey (Everything Everywhere)
Media placement: Consumer PR - Metro Newspaper - 7th February 2012
Media placement: Consumer PR - The Daily Mirror Newspaper - 7th February 2012
Media placement: Consumer PR - Grazia Magazine - 7th February 2012
Media placement: Consumer PR - - 10th February 2012
Media placement: Event - Royal Opera House - London - 12th February 2012
Media placement: Consumer PR - BBC1 Television - 12th February 2012
Media placement: Consumer PR - E! Television - 12th February 2012
Media placement: Consumer PR - The Sun Newspaper - 13th February 2012
Media placement: Consumer PR - The Times Newspaper - 13th February 2012
Media placement: Consumer PR - ITV1 Television (Daybreak) - 13th February 2012

Summary of the Campaign

UK telecom brand, Orange, has a long association with Film, the pinnacle of which is their sponsorship of the British Academy Film Awards (BAFTAs).

In 2012, Orange’s objective for the sponsorship was driving participation in ‘Orange Wednesdays’, a customer loyalty initiative which offers 2 cinema tickets for the price of 1, every Wednesday.

Orange Wednesdays participation is directly linked to cinema box-office buzz – when films are strong, participation is high. Orange can’t influence the quality of films: they can influence the excitement around them.

This was our brief: Build Hollywood-level excitement around the Orange BAFTAs on a home-movie-sized budget.

Our strategy was simple: Create a partnership with Disney around the release of ‘The Muppets Movie’ (the same weekend as the BAFTAs). Orange gives Disney prime placement on the Red Carpet and in return Disney provides Orange with a Red Carpet presenter: global superstar, Miss Piggy!

The 2-week campaign incorporated the press announcement of Miss Piggy as Orange’s BAFTA presenter, a collaboration with Louis Vuitton to design the dress, the production and distribution of the Orange BAFTA Red Carpet show and syndication of the video and photographic highlights to key media.

Key Results:
- Most viewed video and ‘liked’ on Orange’s YouTube channel in 12 months;
- Media coverage valued at £6.4m, with 161:1 ROI;
- 99.8% positive sentiment in news stories;
- 69% of coverage included Orange call to action;
- A 97% increase in Orange Wednesdays participation the week after BAFTA.

The Situation
Orange has sponsored Britain’s most prestigious film event, the British Academy Film Awards, for 15 years. Originally a brand awareness platform, the sponsorship has grown with the brand and now has clearly definable commercial objectives set against it (precise metrics confidential).

The brand’s ‘Orange Wednesdays’ promotion has continuously proven its value as a powerful means of reducing customer churn: the more people engage with Orange Wednesdays, the less likely they are to move network.

The opportunity was for Orange to leverage its 2 film properties – creating a situation where the BAFTA sponsorship drives participation in Orange Wednesdays.

The Goal
Our objective was to generate such a level of hype around the Orange BAFTAs (and the films it celebrated) that customers would mostly be motivated towards the Orange Wednesdays promotion and go to the cinema.

The campaign wasn’t simply about the 16m Orange customers: It was about everyone who loved film. After all, even if they’re not Orange customers, they will know someone who is.

Success would be measured on 2 fronts – participation in Orange Wednesdays (data generated via cinema partners) and Orange’s own ‘Media Value’ metric, which would be independently measured and verified by Precise Media Monitoring.

The Strategy
Disney’s ‘The Muppets Movie’ was due to be released the same weekend as the BAFTAs. Unfortunately, such a populist film stood little chance of being nominated, even with its enduringly popular characters.

With no nominations, Disney had an issue.

That weekend, the eyes of the country would be on the red carpet, but ‘The Muppet Movie’ wouldn't be represented.

Our strategy was to help them, to our mutual benefit.

We proposed a partnership which gave Disney the presence they needed, and gave Orange usage of their biggest asset, Miss Piggy.

At the Awards, we would produce an Orange BAFTA Red Carpet Show, hosted on Orange’s YouTube channel and starring Miss Piggy interviewing the world’s biggest film stars.

An integrated PR campaign was built around this, ensuring that we were leveraging every element to generate maximum excitement and interest in ‘The Muppet Movie’ and in the wider world of film.

There were 6 phases to the campaign:

6th February:
- Phase 1 – Announce Miss Piggy’s role as Orange’s presenter – supported with Orange branded images that would appeal to showbiz media, showing her preparing for her role.

10th February:
- Phase 2 – Announce the Louis Vuitton collaboration, and give media the first sight of Miss Piggy’s dress, allowing us to target a female audience.

12th February:
- Phase 3 – Produce the Orange BAFTA Red Carpet Show with Miss Piggy; worked with talent publicists to ensure good celebrity involvement; edited overnight to post to YouTube the next morning.
- Phase 4 – Red Carpet broadcast interviews with Piggy scheduled with TV News crews from BBC, Daybreak, E! and Reuters.
- Phase 5 – Produce B’Roll news content and webisode – sold in from 8am.
- Phase 6 – Syndicate photography of Piggy on the Orange BAFTA Red Carpet.

Documented Results
The Orange BAFTA Red Carpet show was filmed, edited and delivered in 12 hours. Within 1 week, with no paid media support, it achieved over 100,000 views, which represented a 500% increase on the previous year’s audience.

Coverage of Miss Piggy’s starring role allowed us to secure over 550 branded news stories over 2 weeks, the value of which Precise Media Monitoring estimated at £6,453,111 (Orange’s ‘Media Value’ metric).

With a total budget of £40,000 (talent, AV production, event production, photography) this equated to a return on investment of 161:1.

Sentiment was overwhelmingly positive (99.98%), and, more importantly, 69% of all the coverage included a direct Orange call to action.

However, most importantly, the week after the BAFTA Awards, Orange saw a 97% increase in Orange Wednesdays redemptions and, for our partners Disney, ‘The Muppet Movie’ has gone on to be the third- biggest film of the year to date.