Orange Promo, Case study ORIGAMI STYLE PAPERQUEST by Marcel Paris

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Industry Telecommunications Services
Media Promo & PR, Case study
Market France
Agency Marcel Paris
Creative Director Loick Clermonté, Julien Benmoussa
Copywriter Antoine Bonodot, Julien Colas
Released November 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ORANGE
Agency: MARCEL
Date of First Appearance: Nov 3 2010
Entrant Company: MARCEL, Paris, FRANCE
Partner in charge of the account: Pascal Nessim (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director: Julien Benmoussa (Marcel)
Creative Director: Loick Clermonté (Marcel)
Agency Representative: Aline Bonnet (Marcel)
Agency Representative: Eric Forest (Marcel)
Copywriter: Julien Colas (Marcel)
Copywriter: Antoine Bonodot (Marcel)
Web designer: Jean-Charles Paillat (Marcel)
Developer: Laurent Berthelot (Marcel)
Developer: Alexandre Croiseaux (Marcel)
Developer: Renaud Collet (Marcel)
Developer: Peter Prosper (Marcel)
Developer: Robert Ly (Marcel)
Developer: Jérémy Moulin (Marcel)
Developer: Jérome Renaud (Marcel)
Community Managers: Alexandra Matine/Leila Haddouche (Marcel)
Group Manager: Elise Briane (Marcel)
Project Managers: Rémi Guizerix/Catherine Roman/Marine Garcia (Marcel)
Technical Project Manager: Louis Da Silva (Marcel)
Media placement: Banners - Net - 03 November 2010
Media placement: Community Site - Facebook - 03 November 2010
Media placement: Viral - Youtube, Daily Motion - October 2010

Insights, Strategy & the Idea
To launch of a new Origami’s plan, for 15-25 year’s old : Origami Style.

Creative Execution
A new quest, whose principle is very easy : to capture a maximum of PaperToyz.
Everybody can catch them on street, in free daily newspapers, on billboards, on iPhone and on Internet. Clues are posted on Facebook fan page.Best players can win a tour of Europ, iPads, Drones and iPods.
In order to make unique PaperToyz, Orange worked with 8 street-artists (Check Morris, Cream, Small & Paze, Run, Dran, Andy Rementer, So-Me, Zilizou).

Results and Effectiveness
- 1 000 000+ video views on YouTube and Dailymotion
- People likes the Papertoys’ concept : catch them on mobile and banners.
- A fans community, very active and involved.
- A lot of positive feedbacks on quality and originality of the project.