MULTI-TAGGING PICTURE by Publicis Tel Aviv for Orange

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Israel
Agency Publicis Tel Aviv
Creative Director Dudu Dahan
Art Director Bechor Bartur
Copywriter Guy Solomon
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ORANGE
Date of First Appearance: May 31 2010
Entrant Company: PUBLICIS E-DOLOGIC, Ramat Gan, ISRAEL
Entry URL:
Chief Creative Officer: Enon Landenberg (Publicis E-Dologic)
Creative Director: Dudu Dahan (Publicis E-Dologic)
Account Director: Gadi Meirson (Publicis E-Dologic)
Art Director: Bechor Bartur (Publicis E-Dologic)
Copywriter: Guy Solomon (Publicis E-Dologic)
Media placement: Web - Facebook - 1 June 2010
Insights, Strategy & the Idea
Orange Israel joined ROCKCORPS to create a unique volunteering activity for the community. The concept was – "if you give you will get back". Give 4 hours for the community and get a ticket to a Rihanna concert.
Our Objective was to leveraging ORANGE's ROCKCORPS project and creating an engaging experience for their customers.
Creative Execution
The strategy was to create an engagement centre, where all the activity started and finished as well as consumers sharing the experience with their friends.
We decided to create a unique application that anyone who was at the concert could let his friends know about it.
At the Rihanna concert, a one Giga Pixel panoramic picture was taken with advanced equipment to capture everyone at the event.
The photograph uploaded to Facebook using a unique application that can override the 50 tags per photo limitation. The first ever multi-tagging picture was created.
Results and Effectiveness
Within a period of 3 months, 250 volunteering events took place all over Israel.
13,500 young adults participated and gave 4 hours of their time to the community in exchange for a ticket to watch Rihanna live.
More than 4,500 tags were made on the picture.
The extreme number of tags combined with the amount of Facebook exposure, encouraged the photo to be viewed by millions of users.