| Title | ORANGE #FUTURESELF |
| Brand | ORANGE |
| Product/Service | TELECOMMUNICATIONS |
| Category |
A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA |
|
Entrant Company
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Contributing Company 2
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Contributing Company
|
JAM3 Toronto, CANADA
|
Credits
| Béatrice Mandine |
Orange |
Deputy Director Of Communications |
| Thierry Marigny |
Orange |
Brand Director |
| Anne Imbert/Joanna Gaumet/Charlie Lévêque |
Orange |
Advertiser Supervisors |
| Steve O’leary |
Publicis Conseil |
Creative Director |
| Meric Settembre |
Publicis Conseil |
Copywriter |
| Thomas Bernard |
Publicis Conseil |
Art Director |
| Cécile Lejeune/Guillaume Foskolos/Laetitia Mulinazzi |
Publicis Conseil |
Account Managers |
| Benoit Candelle |
Publicis Conseil |
Digital Strategic Planner |
| Paula Petrucci |
Publicis Conseil |
Digital Consultant |
| Julien Chaillou |
Publicis Conseil |
Creative Technologist |
| Adrian Belina |
Jam3 |
Creative Director |
| Graham Budd/Sumit Ajwani |
Jam3 |
Producers |
| Vinicius Araujo/Nixson Sysanga |
Jam3 |
Designers |
| Josh Ingleby |
Jam3 |
3d Motion/Model Design |
| Aaron Morris |
Jam3 |
Technical Director |
| Mikko Haapoja |
Jam3 |
Director Of Creative Technology |
| Tom Dysinski |
Jam3 |
3d Developer |
| Matt Deslauriers/Andrew Giles/Amal Khandelwal/Kevin Kofler/Jonathan Mckinnell/Va |
Jam3 |
Developers |
| Robert Scarborough |
Jam3 |
Director Of Photography |
| Pierre Marcus/Thierry Delesalle |
Prodigious |
Producers |
The Campaign
In Western countries in general and France in particular, there isn’t any particular restriction or regulation in the telecommunications field.
Results
In 2014, Orange turned 20! On this occasion, the objective was to change the brand perception in terms of innovation, especially among a young and connected crowd, often hard to impress and sceptical about Orange being an innovative brand. Rather than rolling back the hands of time and evaluating the path taken, Orange took the opportunity to look forward and imagine tomorrow innovations. And who better than yourself to tell you about the future and the digital innovations of the 2034 world?! This is how the #Futureself campaign was born, based on a website that allows you to live an interactive face-to-face with yourself in 20 years.
To bring this idea to life, we faced 2 main challenges:
- The visual realism of one’s future-self: for the first time ever, 5 digital technologies were brought together - motion capture, face detection, aging process, voice recognition and real-time 3D rendering.
- The future-self’s capacity to answer you: an artificial intelligence, based on what people want to know about their future (global matters, innovations, personal life…) was also created, through a trilingual decision tree encompassing 2000 keywords leading to 1500 audio and video answers.
The key stake was to generate interest in Orange’s innovations. To achieve this goal we first sorted out the innovations by categories that related to general interests (how the city/my house will look like, what will be the new means of communication, etc.). Second, each answer was thought with humour, so that it feels natural to the user. The result? An entertaining website where people can have fun, seeing their face aged and getting comical answers about the changes that happened in 20 years time. But most of all, a website where people can learn more about what Orange can do for them in terms of innovations.
Our strategy relied on a universal insight: everyone wants to know how will the future be. On this base, we first teased people on both what the world and their personal life would be like in 20 years time, using social media and videos released on the web. Then a media plan was implemented to kick-start the platform and draw people to it. To amplify the campaign, we generated conversations with people on the social networks, reacting to their experience or introducing the website to people interested in similar contents (future, technologies, digital, innovations, etc.).
A month after the launch, 1 800 000 people had spent on average 05:45 min. on the website, which amounts to 170 000 hours of conversation! Over 1000 articles were published worldwide, including in prestigious media such as The New York Times, delivering more than 290 000 000 impressions. People have been sharing their thoughts and pictures on Twitter and Facebook, using the #Futureself hashtag. Dozens of young people have even reclaimed the experience, posting videos of themselves talking to their future-self on YouTube and commenting on their experience! But more importantly, people and the press described the experience as amusing and innovating, showing that there’s already a change in the brand perception.