DIFFERENTIATION AND LOYALTY
UK Telecommunications company, Orange, was losing share to 02, their direct competitor, and sought to engage youth around their passion points of music and giving back.
After strategizing with Orange media and creative agencies, we developed a 10-week media and activation campaign featuring broadcast TV, OOH, Digital, Social and press focusing on a series of 50 community volunteer events during which 5,000 youth earned tickets to an exclusive concert at The Royal Albert Hall.
First choice purchase intention jumped 42% for those aware
Emotional Proximity to the brand nearly doubled for those aware
63% increase in “Brand I Love” and 29% increase in “Brand I Trust”
45% increase in Employee Net Promoter Score
£2.5mm in press value in first year
Orange continued the platform expanding to other UK cities as well as to France and Israel for multi-year engagements to similar effect