| Title | CASTAWAY |
| Brand | ORANGE |
| Product/Service | ORANGE SERVICE24 |
| Category |
A01. Cinema & Theatrical: Fiction & Non-Fiction |
|
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Media Placement
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
PR
|
PUBLICIS CONSEIL Paris, FRANCE
|
|
Additional Company
|
ORANGE Paris, FRANCE
|
Credits
| Gaëlle Le Vu |
Orange |
Paris |
| Quentin Delobelle |
Orange |
Paris |
| Annabel Salesa |
Orange |
Paris |
| Laurence Poucan |
Orange |
Paris |
| Bruno Bertelli |
Publicis |
London |
| Fabrice Delacourt |
Publicis Conseil |
Paris |
| Vincent Cusenier |
Publicis Conseil |
Paris |
| Lucie Vallotton |
Publicis Conseil |
Paris |
| Alexandre Perdereau |
Publicis Conseil |
Paris |
| Damien Sabatier |
Publicis Conseil |
Paris |
| Marie Wallet / Anne Dauvé / Emilie Jeanneau / Sherelle Ramire |
Publicis Conseil |
Paris |
| Pierre Marcus / Benjamin Auberdiac |
Prodigious |
Paris |
| Jean-Luc Bergeron |
Henry |
Paris |
| Yannick Dupas |
Henry |
Paris |
| Françoise Hernandez |
Mc Murphy _ Baconx |
Paris |
Why is this work relevant for Entertainment?
The campaign portrays a situation that we all have lived.
Who has never known this anxiety and panic that go up to become unbearable, which then disappears in a single stroke when we finally find out our mobile phone in our hands?
Who has never experienced this shame feeling for having gone out of his way for a simple mobile loss?
Orange find out all the solution to our anxiety and illustrates its Service 24h guaranteed in the movie Castaway.
Background
Orange wants to demonstrate its presence in people lives and in the most important family moments.
In an extremely competitive context, including price escalation, the challenge for the brand is to turn its service into a distinctive added value, a real lever of differentiation, of conviction, churn and preference.
And service offer remains key pillar of customer relationship.
In addition to establish the brand service position, the campaign aimed at introduce and increase the renowned of Orange Service 24h guaranteed who allows you a mobile loan within 24h in case of mobile loss, theft or damages
Describe the creative idea
We choose to showcase the new psycho-sociological phenomenon, named “Nomophobia” which identified people feelings when they do not find their mobile phone. Thus, in a dramatic way in the movie direction, we emphasized the Orange solution with its Service 24h.
Through a relentless, but also accurate and funny metaphor, the brand brilliantly stages a young adult who facing this solitude impression of mobile loss.
Describe the strategy
Nomophobia is endured very intensively by Smartphone owners, when they cannot find it anymore.
This scientific fact based on a universal insight was key for campaign development: Orange aimed at illustrate this intense moment when we thinking our mobile phone lost, when everything is falling down, losing our landmarks, in order to highlights the relevance of Orange Service 24h.
The brand relies also on people experiences, broadcasted similar experiences and off-the-wall metaphors, in order to attract and interact with customers, but above all to get people fully aware of the Service 24h solution.
Describe the execution
The campaign included TV, digital and social implementation in France.
The new Orange saga opus broadcasted on May 13th 2018, Castaway, was directed by Martin Werner (Henry)
The social media plan which relies on people experience was launched on May 14th with dedicated hashtag on Twitter: #WithoutMyMobilePhone
In addition, specific videos allow the brand to interact with customers on social network by illustrating the afforded feeling of mobile loss.
The campaign was launched at first on May and then broadcast again in August 2018.
Describe the outcome
Brand attribution: 88 (TV standard at 78), 91 for the first broadcast on May
Recognition rate: 57
Brand consideration and preference: + 9pts