Brand: Orange
Campaign: Orange RockCorps
Years: 2009, 2010, 2011
Agencies: Poke, Fallon
Channels: TV, Print, OOH, Retail, Social and Digital
The Goal:
To create memorable, enjoyable and engaging experiences for the younger generation to understand the importance of giving back to their local community.
The Campaign:
The Orange RockCorps programme inspires young people to volunteer within their community. By giving 4 hours of their time to work on a volunteer project, participants can earn a ticket to an exclusive gig.
My Role:
As the campaign lead across this music partnership, my role included managing the relationship with RockCorps, working with the record labels on artist negotiations, management of digital, social and mobile platforms (including BBM and MySpace) and liaising with the relevant teams for the execution and delivery of assets for all channels including TV, print, OOH and digital.
The Result:
The campaign resulted in a 27% increase in brand love among 16-24 year olds, whilst increasing Orange's association with music and demonstrating how the brand is doing good for local communities.
The Sound of Orange RockCorps is an activation that launched in the run up to the 2011 London event and brought to life at the concert as a ‘surprise’ to participants at the Royal Albert Hall.