2019 Brand Experience & Activation


Short List
Product/ServiceLOVE DUO
Category E01. Launch / Re-launch
Entrant ORANGE Brussels, BELGIUM
Production 2 ADULT IMAGE Brussels, BELGIUM
Name Company Position
Frederik Jonnaert Publicis Account Manager
Filip Van Der Haegen Publicis Account Director
Kwint De Meyer Publicis Creative Director
Willem De Wachter Publicis Creative Director
Rom &Jon Publicis Art Director
Maarten De Maayer Publicis Copywriter
Daniel Vanden Broucke Publicis Art Director
Lode Vochten Digitas Lbi Digital Creative Director
Daan Feytons Prodigious Agency Producer
Marc Van Buggenhout Prodigious Agency Producer
Fiona Boyle Publicis Connection planner
Jan Govaert Publicis Strategic planner
Steffen Haars Adult Director
Tatiana Pierre Adult Executive Producer
Lena Van Goethem Adult Producer
Joris Kerbosch Adult DOP Lighting Cameraman
Letizia Giorgi Adult Focus Puller
Marc Stolz Adult Gaffer
Cavier Servais Adult Grip
Stan Maertens Adult Set dresser
Pieter Neirynck Adult Photographer
Tom Garcia Prodigious Sound Director
Allain Guillaume Prodigious Sound Engineer
Jeroen Van Laethem Digitas Lbi Digital Creative

Why is this work relevant for Brand Experience & Activation?

For the launch of its new offer, Orange, a Belgian telco, didn’t just create a campaign. It let the target group choose the campaign. Literally. Competing against two telco giants, Orange Belgium is a challenger brand breaking telco market conventions. And in communications, they’re not any different. Being a challenger means daring what others wouldn’t dare, like co-creating a crazy ad starring Jean-Claude Van Damme. The perfect way to make consumers experience what the Orange brand stands for. Not just online, but even on TV and radio. People loved it, leading to a lift in brand awareness and likeability.


In a market dominated by bundles, Orange, a Belgian telecom challenger, created an offer that gave people the freedom to choose only what they wanted. Existing offers on the market failed to answer the growing consumer need for unlimited internet and mobile, without TV. Why pay for TV in your telco pack, if you don’t watch it anymore? That’s why Orange created Love Duo, a proposition adapted to a generation that no longer watches traditional TV. The brief: launch the new offer in a way that appeals to the digital audience and breaks traditional telecoms communication conventions, in order to attract interest. The objectives were clearly defined; make the Belgian consumer aware of and interested in this new offer. All whilst making sure the campaign continues to build the Orange Belgium brand on the long term.

Describe the creative idea (20% of vote)

In a market of limited options, Orange now gives people the freedom to choose what really matters to them and leave out what they don’t need. This principle was the basis of the campaign. The idea: make people truly feel this freedom. Instead of simply telling people about their freedom to choose, we let them actually decide what they want to see in the commercial. The main target group are people who no longer watch linear TV but mainly use the internet and mobile for media consumption, so the concept was to co-create an advert for an internet audience, actually chosen by the internet. And if you want the internet to participate, you need slightly more than just the freedom to choose. So we gave them a main character to play with. Famous cult actor Jean-Claude Van Damme: a true meme in the making and the perfect trigger for participants.

Describe the strategy (20% of vote)

Target audience: people who don’t watch linear TV anymore but stream whatever, whenever and on any device they want. The main focus was on 18–34 y/o as this group had the highest concentration of cable cutters. To create interest from a generation that no longer watches TV but currently mindlessly pays for a bundle including TV without even watching it, we had to make them aware of the possibility to choose just what they wanted at Orange. The challenge: this target group doesn’t care about brands trying to enter their world or telling them what to do. We shifted the strategy from just explaining our new offer to them, like other telecommunications operators, to making them experience the benefit of this new offer, freedom of choice, in a participative way. Important: people had to participate because the genuinely wanted to, not because we spammed them into doing so.

Describe the execution (30% of vote)

During the first phase, famous cult actor Jean-Claude Van Damme recruited participants through Facebook, Instagram, YouTube and display. Participants landed on an interactive campaign website with an incomplete script for them to contribute to. Jean-Claude reacted to their submissions - he loved them. The whopping 34.767 participants’ ideas were then processed to create the film. Jean-Claude Van Damme did whatever people suggested, with a memorable ad perfectly fit for a digital audience as the result. The second part of the campaign was the actual launch. A full version was spread on YouTube and Facebook, where people eagerly watched to see when their contribution would appear. Instagram stories and display drove traffic to the online movie. A short version was diffused on TV to awaken unhappy viewers to kick TV out of their telco pack. Radio, OOH and dailies were used to create incremental reach and frontload the offer.

List the results (30% of vote)

The response was amazing. People adored being free to choose and the campaign got shared and talked about online. In total almost 35.000 people participated with 15.000 ideas already entered within the first 24h of the campaign. With a reach of 9.6 million, the campaign managed to reach over 70% of Belgians. On top of that, the campaign got national press coverage, leading to extra awareness. More importantly, the film actually sparked interest. 36% of people looked for information on the offer following campaign exposure. On social media, the campaign scored far above Facebook category benchmarks, exceeding ad recall with +19.6Pts, +8Pts higher on brand awareness and +6.8Pts higher on message association compared to telco averages. Proof that the campaign performed well in its digital environment. Orange also managed to move the audience; 69% of the target group really liked the fact that Orange asked them to participate.