Orange Case study OPENING NIGHT Marcel Paris, Publicis Conseil Paris

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Sector Telecomunicaciones
Media Case study
Mercado Francia
Agencia Marcel Paris
Creative Director Loïck Clermonté
Copywriter Julien Colas
Agencia Publicis Conseil Paris
Director Gary Romano
Art Director Andrea Leupold, Simon Frankart
Copywriter Benjamin Sanial, David Mc Donald
Producer Jerome Denis
Account Supervisor Jean-Patrick Chiquiar
Publicado octubre 2011

Creditos y descripciones

Category: Titanium and Integrated
Advertiser: ORANGE
Agency: MARCEL
Co-President In Charge Of Creation: Olivier Altmann (Publicis Conseil)
Copywriter: David Mc Donald/Benjamin Sanial (Publicis Conseil)
Art Director: Andrea Leupold (Publicis Conseil)
Account Supervisor: Marie Wallet (Publicis Conseil)
Account Manager: Eric Forest (Publicis Conseil)
Account Manager: Claudia Weiss (Publicis Conseil)
Account Manager: Mathilde Barrault (Publicis Conseil)
Account Manager: Alice Pigeon (Publicis Conseil)
Account Manager: Sandrine Martin (Publicis Conseil)
Account Supervisor: Jean-Patrick Chiquiar (Publicis Conseil)
TV Producers: Pierre Marcus/Guillaume Delmas (Wam)
Director: Gary (The Glue Society)
Producer: Jerôme Denis (Wanda)
Head Of Production: X (Wanda)
Director of Photography: Fred Elmes
Sound Post Producer: Boris Nicou (Wam)
Creative Director: Loïck Clermonté (Marcel)
Copywriter: Julien Colas (Marcel)
Art Director: Simon Frankart (Marcel)
Account Manager: Blandine Mercier/Rémy Guizerix (Marcel)
Media placement: TV Campaign - 5 Spots - Tf1, France 2,France 3, M6, Canal+, Etc... - 24/11/2011
Media placement: Web - 4 Spots - Orange, Youtube, Daylimotion - 24/11/2011
Media placement: Press - Le Monde,Le Figaro,cles, Marie-Claire... - 24/11/2011
Media placement: Outdoor - 4x3, Bus Shelters - 24/11/2011
Media placement: Radio - NRJ, SkyRock, RMC .. - 24/11/2011
Media placement: Event - Marseille & Auber Train Stations And Gare Du Nord - 12/2011
Media placement: Website / Web - Website - 24/11/2011

Describe the campaign/entry
The 2011 Orange Christmas features seasoned Christmas professionals (Xmas characters: Angel, 3 wise men, Xmas Log Dwarf & Santa Candle) who are so surprised, astonished and intrigued when they see the Orange gifts being opened that they come to life to get a better look. They’ve never seen \anything like it! The 360° campaign was broadcast across all media and was built around this idea: 'Christmas like you’ve never seen it before.'

The campaign was developed through remarkable and unprecedented experiences in the media, online and at points of sale all featuring the Christmas characters.

The campaign was launched on 24 November on TV, in the press, on posters, on the radio and online.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was launched on 24 November with an impactful 40 second TV film. It continued with shorter 12 second films, highlighting various proofs to support the promise (new generation TV, videos on demand, innovative offers like: Open, etc). Plus internet users were able to share in the surprise of each of the characters by watching 4 web films (on YouTube, Dailymotion,, etc.) where the characters from the campaign explained, in their own funny ways, exactly what they saw and how taken aback they were by it.

The print campaign appeared on posters, the press and at points of sale and also featured the same Christmas characters.

The campaign was complemented online by a Christmas-character choir on YouTube which sang people’s personalized Christmas greetings for them.

Lastly, ‘Christmas Dance’ was a digital/augmented-reality choreography campaign rolled out in various train stations across France, where travellers were invited to dance with the Christmas characters.

Give some idea of how successful this campaign/entry was with both client and consumer
'Opening Night': Orange’s ‘Christmas like you’ve never seen it before’ TV launch was a resounding success. The online films were watched by over 2m people, and the campaign was viewed by more than 46m internet users. With a further 1m visits for the iAd experience.

From a qualitative point of view, the campaign was well-remembered and well-liked by the public: it achieved 74% recognition after running for only 3 weeks and 69% of consumers greatly appreciated the creative idea.

There was also a buzz created in the media about the campaign, with articles published in many trade and general press publications.

Finally, the operator’s sales are up. Especially mobile phone packages, with 420,000 smartphone packages sold in December, an increase of 19% compared to 2010.