This week, Orange launched its campaign for the new Livebox Play. It is an opportunity for the brand to showcase all of the new device’s innovative features and functions.
The idea behind the campaign is to showcase the ability to surf, play, and tweet using your TV. Images are used to show Livebox Play as a new decoder that allows you to browse the Internet and interact on social networks; all of this whilst watching your favourite television programmes or playing one of over 120 games such as Asphalt6.
For this campaign, Publicis Conseil is revisiting the very popular world of Peplum, inspired by the TV series Spartacus. The opening scene - viewed through the eyes of a Roman army being addressed by the general - introduces the Livebox Play’s incredible features. Norman, a famed Internet comedian, appears adding his own dose of quirky humour.
The title of the campaign is ‘Mega Mixum’. It was created by Publicis Conseil and directed by Xavier Giannoli.
A behind-the-scenes documentary of the film is also be available online. The digital campaign also includes are unique experiences, such as gaming banners. The website will be adapted to match the theme for the occasion.
For the launch, Orange will be present on social media networks through original content and will follow-up the campaign with competitions on Twitter, Instagram, Pinterest and Facebook.
Social media networks will relay information about events organised for the release of Livebox Play, such as the Asphalt 6 Battle, which brings bloggers together using the Livebox Play’s flagship game.
Odile Roujol, Nicolas Guiramand, Isabelle Quinlan, Quentin Delobelle, Severin Cassan
Publicis Conseil :
Chief Creative Officer: Olivier Altmann
Creative Directors: Olivier Altmann (Publicis Conseil), Florent Imbert and Emmanuel Lalleve
Account managers: Marie Wallet, Félicie Crosnier, Claudia Weiss, Steven Roué
Director: Xavier Giannoli
Company Production: Irène
Producer: Guillaume De Bary
TV Production (WAM): Pierre Marcus & Guillaume Delmas
Post-production (WAM): Alain Leborgne, Quentin Martin
Sound post production (WAM): Laurent Favard, Boris Nicou
WAM Business Affairs: Jeanne Rault, Carlos Serrano
Media plan: TV, web