To launch its new super-fast smartphone with Intel Inside, Orange has created an innovative 360 campaign with the Publicis Conseil agency: two different versions of the same story. The TV element of the campaign tells the story from the point of view of a young man, while the web element tells it from the perspective of a young woman.
The two advertisements are designed to demonstrate the responsiveness of the new mobile thanks to the Intel Inside processor, which makes optimal use of Orange’s high-speed network.
But if the young man in the campaign is already thinking about making plans for his wedding using his phone just as he’s kissing a beautiful stranger, the woman is imagining a totally different scenario, thanks to a super-fast search she conducts on her mobile.
Both will be run simultaneously on TV and on www.intel.orange.fr
. This cross-media approach will also be promoted via a banner campaign taken from the TV spot. The accompanying print campaign and LCD interactive displays with highlighting the responsiveness of the phone making this a solid 360 campaign
Orange France: Odile Roujol, Nicolas Guiramand, Quentin Delobelle
Orange International: Charlottte Bowrey, Jacek Luczak
Intel Inside International: Kari Lemiere, Elizabeth Broers, Isabelle Ferdane
Publicis Conseil : Films : TV, Cinema & Web
Chief Creative Officer: Olivier Altmann
Copywriter: Marc Rosier
Art Director: Jean-Marc Tramoni, Julien Didier
Account managers: Marie Wallet, Félicie Crosnier, Benjamin Delacroix, Remy Averna, Candice Corre
Digitas UK : Mark Watkins
Director: Méga Force
Producer: Guillaume de Bary
TV Production: (WAM) Pierre Marcus, Guillaume Delmas
Post-production: (WAM) Alain Le Borgne, Quentin Martin, Raimbaut Gaffier
Post production sound: (WAM) Laurent Favart, Boris Nicou