Title | CONTENT BATTLE |
Brand | ORANGE |
Product/Service | ORANGE TV |
Category |
A07. Excellence in Brand Integration & Sponsorships / Partnerships for Branded Content |
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
Production
|
INSURRECTION Paris, FRANCE
|
Production 2
|
PRODIGIOUS Paris, FRANCE
|
Production 3
|
MATHEMATIC Paris, FRANCE
|
Additional Company
|
ORANGE Arcueil, FRANCE
|
Credits
Marco Venturelli |
Publicis Conseil |
President overseeing Creativity |
Fabrice Delacourt |
PUBLICIS CONSEIL |
Executive Creative Director |
Vincent Cusenier |
Publicis Conseil |
Copywriter |
Lucie Valloton |
Publicis Conseil |
Art Director |
Marie Wallet |
PUBLICIS CONSEIL |
Executive Director |
Anne Dauvé |
PUBLICIS CONSEIL |
Business Director |
Emilie Jeanneau |
PUBLICIS CONSEIL |
Account Supervisor |
Pascaline Montroussier |
Publicis Conseil |
Account Executive |
Damien Sabatier |
PUBLICIS CONSEIL |
Planning Manager |
Benjamin Auberdiac |
Prodigious Films |
TV Producer |
Helene Daubert |
Insurrection • Paris |
Producer |
François Rousselet |
Insurrection • Paris |
Director |
Lucie Puybonnieux |
PUBLICIS CONSEIL |
Assistant Art Director |
Alexandre Perdereau |
PUBLICIS CONSEIL |
Assistant Art Director |
Mathias Boucard |
Insurrection • Paris |
Director Of Photography |
Anne-Laure Godinho |
Insurrection • Paris |
Production Manager |
Adriana Legay |
Insurrection • Paris |
Editor |
Fabrice Lagayette |
Mathematic |
SFX supervisor |
Judith Bruneau |
Mathematic |
Post Production |
Clemence Cuvelier |
Mathematic |
Post Production |
Nathalie Catanzano |
Mathematic |
Post Production |
Boris Nicou |
Prodigious Films |
Sound Studio |
Joel Tessonneau |
Prodigious Films |
Sound Studio |
Gaëlle Le Vu |
ORANGE |
Brand Director |
Quentin Delobelle |
ORANGE |
Brand Creative Director |
Annabel Salesa |
ORANGE |
Brand executive creative director |
Ombline Thomine-Desmazures |
ORANGE |
Brand Manager |
Marie Treguier |
ORANGE |
Executive brand manager |
Laurence Poucan |
ORANGE |
Brand producer |
Vrej Minassian |
ORANGE |
Music brand manager |
Why is this work relevant for Entertainment?
For the first time, Orange is bringing its partners Canal +, Netflix and OCS together within the same exciting campaign to showcase the variety of content available on Orange TV. The film is a real piece of entertainment where we are moving quickly between series and from one film genre to another. The two protagonists chase each other through different universes that represent the various genres of our favourite TV shows, including GoT and The Handmaid's Tale (OCS), Hippocrate and The Bureau (Canal), and Stranger Things and Money Heist (Netflix), that everyone can have fun finding in this reference-packed film.
Background
Situation : They are 4 majors competitors on French TV market, Orange is the leader and is constantly challenged by the others. Content is key in this battle and each competitors claim they have a great content offer and put the emphase on their partnership. Objective : Let families know that Orange TV is the best content offer with OCS, Netflix, Canal, BeIn, Orange VOD, etc for all the members of the family. Brief : With all the diversity of Orange entertainment, you are sure to find something to watch with your family but it won't be easy to agree on what to watch.
Describe the creative idea
At Orange TV, we have a hyper-rich content offer, combining Netflix, OCS and Canal +, allowing to make everyone agree in the family. The film showcases a battle between the father and the mother of our Orange family. It's this disagreement that our campaign is inspired by, moving quickly between series and from one film genre to another, where we fight to better reconnect each other. The mother and father chase each other through different universes that represent the various genres of our favourite TV shows, that everyone can have fun finding in this reference-packed film. Their son manages to separate them by grabbing the thing they are fighting over : the remote control. At the end, they are going to enjoy a great family evening thanks to Orange TV.
Describe the strategy
Orange TV gives viewers complete access to the widest range of films and latest TV series. In order to prove that, for the first time, Orange is bringing its partners Canal +, Netflix and OCS together within the same exciting campaign to showcase the variety of content available on Orange TV. But faced with all this choice, how can we agree on what to watch when we gather around the TV as a family in the evenings? The film allows to showcase all the richness of Orange TV contents throughout a lot of references and the reconnection between the family members enjoying a piece of content.
Describe the execution
According to the subject of the campaign, the film was shot in a very cinematic style with especially a long version (60s and 1m46), scenes are spectacular and we have a lot of references dealed with the partners. We succeed to get references of our favourite TV shows, including Game Of Thrones and The Handmaid's Tale (OCS), Hippocrate and The Bureau (Canal +), and Stranger Things and Money Heist (Netflix). We have started to work on this campaign one year ago. The campaign will be rolled out across TV, digital channels and social media from 14 April.
Describe the outcome
The campaign started in the middle of April, from now we get PR and more than 100K views on youtube & social platforms but we still don't have the results for now. The campaign has 880 grp. A 2nd wave is planned in October 2019.