ORANGE LIGHTS UP THE EIFFEL TOWER
| Title | ORANGE LIGHTS UP THE EIFFEL TOWER |
| Brand | ORANGE |
| Product/Service | ORANGE SPONSORS YOU |
| Category |
B04. Use of Ambient Media: Large Scale |
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Entrant
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HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
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Idea Creation
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HAVAS SPORTS & ENTERTAINMENT Puteaux, FRANCE
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Media Placement
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HAVAS MEDIA FRANCE Puteaux, FRANCE
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Production
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ATHEM & SKERTZO Paris, FRANCE
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Production 2
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BLACKMEAL Paris, FRANCE
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Additional Company
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SO BUZZ Paris, FRANCE
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Additional Company 2
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HOBBYNOTE Lille, FRANCE
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Credits
| Frédéric SOUNILLAC |
Havas Sports & Entertainment |
Creative Director |
| Guillaume GIRARD |
Havas Sports & Entertainment |
Artistic Director |
| Corentin OSOUF |
Havas Sports & Entertainment |
motion designer |
| Doreen VOLTINE |
Havas Sports & Entertainment |
Motion designer junior |
The Campaign
When it comes to being a fan, it can sometimes feel like a one-way street. But for EURO 2016, Orange kicked off its new global sponsorship platform ‘Orange Sponsors You’ with the aim to give fans the recognition they deserve:
- by turning the spotlight on them
- by rewarding their passion
To do so, we invited fans to post (Facebook, Twitter, Instagram) in support of their national team, knowing that the Eiffel Tower would be lit up in the colours of the country that received the most support every day.
Every night, the Eiffel Tower put on an incredible light show, powered by posts by fans, enabling them to show support for their team. On top of it, 2 supporters’ messages were selected to be displayed directly on the Eiffel Tower, while up to 4,000 usernames were projected on the giant screen of the Eiffel Tower Fan Zone.
Creative Execution
Held from June 10th to July 10th 2016, the social media campaign included:
1. A social listening tool to take into account every message of support mentioning the # of a team engaged in EURO 2016
2. A Facebook app (deployed on 120+ accounts: Orange countries and a selection of Orange store pages in France) and a Twitter automatic reply (deployed on 12 Orange accounts in Europe) to turn messages of support into a customised GIF of the Eiffel Tower showing their message.
3. Every night, the supports of the fans defined the colours of the Eiffel Tower, during the light show offered by Orange.
4. Every night, the best 2 messages from the supporters of the country who lighted up the Eiffel Tower were projected on the monument.
This allowed Orange to turn the Eiffel Tower into a space for expression as big as fans’ commitment.
Results
• 20,6M messages of support taken into account to light up the Eiffel Tower
• 100K personalised GIF of the Eiffel Tower with fans’ message of support
• 52% of the tweets mentioning @latoureiffel during EURO 2016 also mentioned an Orange account
• 10 different countries lighted up the Eiffel Tower during the competition
• N°1 Digital sponsor of EURO 2016 according to Marketing Week, SocialBakers and Synthesio
The « Orange lights up the Eiffel Tower » operation celebrates the power given by the brand to the fans to play with a true touristic and cultural icon, sitting at the centre of the EURO 2016, organised in France this summer. By encouraging their team on social media (Facebook, Twitter, Instagram), fans from all over Europe could directly influence the light show delivered by Orange every night on the Eiffel Tower, with measurable responses: they could light up the Eiffel Tower with the colours of their favourite team and see their messages of support displayed onto the Eiffel Tower.
Based in France – host country of EURO 2016 – but active in 12 countries throughout Europe, with 6 of them being engaged in the competition, Orange had to deploy a truly global activation, allowing fans from all over Europe to take part to the experience.
- By fans, we meant every supporter of one of the 32 teams engaged in the tournament, who cheered for his/her team on Facebook, Twitter or Instagram.
- To measure the support for each country, we took into account every social posts containing the # of a country during EURO 2016.
- To inspire fans to leave their best messages of support for their team, we set up a global Facebook app and a Twitter automatic response, turning their message into a customised GIF of the Eiffel Tower showing their message displayed on the monument.