| Title | #RUGBYBATTLE |
| Brand | ORANGE FRANCE |
| Product/Service | TELECOMMUNICATION |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
|
|
Advertising Agency
|
HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
|
|
Media Agency
|
HAVAS MEDIA Puteaux, FRANCE
|
Credits
| Frédéric Sounillac |
Havas Sports/Entertainment |
Creative Director |
| Emeric Deminière |
Havas Sports/Entertainment |
Associate Director |
| Jérôme Langlais |
Havas Sports/Entertainment |
Brand Director |
| Guillaume Simoneau |
Havas Sports/Entertainment |
Art Director |
| Charles Bal |
Havas Sports/Entertainment |
Account Director |
| Jérôme Gautier |
Havas Sports/Entertainment |
Technical Director |
| Marius Bourcereau |
Havas Sports/Entertainment |
Community Manager |
| Manon Mainenti |
Havas Sports/Entertainment |
PR Manager |
| Thomas Vibert |
Havas Sports/Entertainment |
Motion Graphic Designer |
| Louis Bremont |
Havas Sports/Entertainment |
Graphic Designer |
Brief Explanation
Every season, Orange strives to offer rugby fans exclusive experiences and meaningful moments with their team.
For any rugby fan, supporting his team is a duty. But seeing his colours getting the upper hand over the rival's is a quest by itself!?
In 2015, Orange celebrated this digital rivalry, during the TOP14 finales, by organising the first #RugbyBattle: the more fans supported their team on social media the more their colours gained ground, both online (via a dynamic dataviz)... and around the pitch (via dynamic LED boards evolving in real time to display the balance of Social Media power !).
Results and Effectiveness
Orange's #RugbyBattle engaged 11,000 twittos during two weeks, for a total of 22,000 registered tweets (i.e. mentioning the necessary hashtags) and a potential reach of 287M users.
The operation generated 40,000 new visitors to avecleXV.com website, on the period.
Emailing performances show a great commitment from the fans, as a first emailing sent to 70,000 opt-in (fans of the 4 teams qualified for the semi-finales) presented an opening rate of 22.7% and a CTR of 6.8%. The second emailing, sent to 26,000 opt-in (fans of the 2 finalists) presented an opening rate of 22.6% and a CTR of 8.2%.
Creative Execution
From May 31st to June 13th, every tweets and Facebook posts containing #RugbyBattle and #Allez[MyTeam] contribute to feed a dynamic dataviz on Orange's Avec le XV website. The operation was completed by a Twitter Automatic Response, allowing users to receive in real time an update of the current balance of power.
This balance of power was regularly relayed on Social Media by Players and Teams sponsored by Orange, to encourage their fans to contribute.
The climax happened during the TOP14 Finale, were every tweets containing #RugbyBattle and #Allez[MyTeam] fed a dynamic dataviz on the stadium's LED boards.
Insights, Strategy and the Idea
Every day of the season, Orange animates Avec le XV's 370,000 fans and 42,000 followers, all of them being genuine rugby fans. The TOP14 finale, peak of the French rugby season, is an opportunity to address the 15 millions of Frenchmen interested in rugby (source: CSA, 2014) and work priority on increasing the brand preference, engaging rugby enthusiasts on social media and driving traffic to avecleXV.com.
Every year, the TOP14 finale gathers 4-5M TV viewers. This offers a golden opportunity to address rugby enthusiasts to any brand willing to innovate in the way it leverages its perimeter LED boards.