Title | EMOTION CAPTURE BOX |
Brand | ORANGE |
Product/Service | TELECOMMUNICATIONS |
Category |
A07. Corporate Image & Sponsorship |
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
Credits
Fabrice Delacourt / Olivier Desmettre |
Publicis Conseil |
Executive Creative Directors |
Fabrice Delacourt / Olivier Desmettre |
Publicis Conseil |
Creative Directors |
Marc Rosier / Loic Andria / Josse Armanet / Meric Settembre |
Publicis Conseil |
Copywriters |
Jean-Marc Tramoni / Julien Didier / Vincent Laugier / Alain Vuarchex |
Publicis Conseil |
Art Director |
Julien Didier / Vincent Laugier / Alain Vuarchex / Meric Settembre |
Publicis Conseil |
Assisting AD |
Lionel Bui |
Marcel |
Digital Creative Director |
Guillaume Cartigny |
Publicis Conseil |
Creative Technologist |
Marie Wallet / Claudia Weiss / Steven Roué / Camille Ternet / Max Harrington / Adrien Roux / Sandrine Martin |
Publicis Conseil |
Account Managers |
Philippe Franc / Aurore Hondarrague / Joanna Weber / Alexandre Kobylko |
Marcel |
Account Managers |
Damien Sabatier |
Publicis Conseil |
Strategic Planning |
Nicolas Levy |
Marcel |
Strategic Planning |
Eva Castrillo / Fiona Seror / Manon Lapeyre |
Marcel |
Project Managers |
Louis Da Silva / Audrey Hertz / Maximilien Borne |
Marcel |
Technical Team |
Arnaud Gaidon / Andréa Forté |
Marcel |
Social Team |
Olivia Caré |
/ |
Art-Buyer |
Isabelle Saya-Salvador / Amélie Makhoul |
/ |
Legal Department |
D-Carte |
D-Carte |
Manufacturer |
Guard Brothers |
/ |
Director |
Iconoclast |
Iconoclast |
Production House |
Solal Micenmacher |
/ |
Producer |
Guillaume Delmas |
Prodigious |
TV Production |
Pierre-Arthur Goulet |
Prodigious |
Post-production |
Boris Jeanne |
Prodigious |
Post Production Music / VO |
Fanny Cuisinier |
Prodigious |
Business Affairs |
Gaëlle Le Vu / Quentin Delobelle / Annabel Salesa |
Orange |
Advertiser’s Supervisors |
The Campaign
Orange reinvents the gift package with the Emotion Capture Box. The first-ever gift box with an integrated camera, that films the emotions of the person opening it. The captured emotion is sent directly to the mobile of the gift giver.
Campaign Success
The Emotion Capture box has been designed to capture the unique moment of the opening of a present. A period of researches and tests was necessary to launch the ideal prototype before starting the production of 5.000 boxes on an industrial scale.
The key concern was to find the right place for the camera, and the right moment to trigger it. Sending the video has been made possible thanks to the Orange mobile network and to the 4G SIM card directly integrated in the electronic system of the box.
The campaign was launched on November 19th. TV, press, outdoor, point of sale and direct marketing was all about emotions and the ability to capture them with Orange by winning one of the 5000 Emotion Capture boxes on the web site emotionsdenoel.orange.fr.
année avec Orange en gagnant une des 5000 boites Emotion Capture sur le site emotionsdenoel.orange.fr.
Describe the success of the promotion with both client and consumer including some quantifiable results
90 000 requests have been made for the box on emotionsdenoel.orange.fr.
In less than 48h hours, all the boxes have been won.
More than 30 000 emotions have been received on Emotion Capture Box video platform.
+ 150% traffic on orange.fr
Explain why the method of promotion was most relevant to the product or service
Sometimes at Christmas, families can’t be together.
Despite the distance, Orange wanted to bring them closer by putting the technology at the service of the Christmas magic.
We created the Emotion Capture box to demonstrate in an indisputable way way that the Orange gifts can cause great emotions catching spontaneous reaction of people getting an Orange gift. With this central element, we’ve seted up an integrated campaign that used all media, on and offline with TV, digital, outdoor, instore, print and social media. The Orange target, hyper connected and always looking for digital innovation, did appreciate this initiative which enabled them to spend a lovely Christmas full of emotions, and also be closer to their families thanks to the Orange technology.