Orangina Promo, Case study THE BASH MACHINE by Fred & Farid Paris

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Industry Soft Drinks
Media Promo & PR, Case study
Market France
Agency Fred & Farid Paris
Creative Director Fred Oliveira
Account Supervisor Frederic Raillard, Farid Mokart, Emmanuel Ferry
Released April 2010

Credits & Description

Category: Best Use of Mobile Devices
Date of First Appearance: Apr 15 2010
Entry URL: http://itunes.apple.com/us/app/the-bash-machine-by-orangina/id378277996?mt=8
Creative Director: Fred & Farid (Fred & Farid)
Copywriter: Frederic Raillard/Farid Mokart (Fred & Farid)
Art Directors: Frederic Raillard/Farid Mokart, (Fred & Farid)
Web Designer: Assaf Dagan, (Fred & Farid)
Account Supervisor: Frederic Raillard/Farid Mokart/Emmanuel Ferry (Fred & Farid)
Advertiser's Supervisor: Hugues Pietrini/Stanislas de Percevaux (Orangina Schweppes)
Account Manager: Helene Camus (Fred & Farid)
Media Planner: Pascal Crifo (Fred & Farid)
Media placement: I PHONE APPLICATION - Itunes APP Store - 17 JUNE 2010

Insights, Strategy & the Idea
Orangina launched a new TV campaign made of 10 films showing animal pin-ups solving their problem with the soft drink.
The purpose of the idea was to let the consumers use the characters of the TV commercial in a fun and entertain way.
The main targets of the Orangina soft drink are the 15 to 25 years old consumers who feel very connected to this brand and enjoy its fun aspects and the shopping mothers that are reassured by the naturalism of the product.
As we are making fun of the other commercials on TV, we let consumers make fun of their friends on mobile and taking advantage of the campaign.

Creative Execution
The technology used by the app enables an automatic lip-sync of the pin-up in the video with the voice-over made by the user on the video This application is viral by nature as someone who receives a bash will
want to send a joke himself to another friend.
The app was launched on itunes for iphone & ipad users. We also created a Facebook app for our fans and also made it available on our website for consumers with no smart phones.

Results and Effectiveness
The app was downloaded more than 40 000 times in less than two months and went straight into top 10 free apps of the App Store. It even got into the top 3 of the « Entertainment » section. More than 600 bloggers featured the app on their site and included a link to download it along with images of the TV commercial.
Every bash created through the app was then uploaded on YouTube and followed by a post-roll with the the TV commercial. The videos received more than 60,000 views without any additional media spending.