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Every Valentine’s Day is an opportunity for all the brands to get closer to the consumer’s hearts. This year, Orange wanted to create a very special campaign to reinforce its position as an innovative and close-to-your-heart brand. The brief: Create a Valentine’s Day campaign that speaks about love in a manner that no brand has ever spoken. Objectives: Engage consumers in an unconventional way and prove that Orange actually is all about what matters to you.
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Strategy:
Strategy: Our strategic objective was to release a national sales offer campaign for Valentine’s Day, in the most memorable and effective way. We followed the insight that our target (youngsters, 18-35, urban) is hard to impress on Valentine’s Day due to the huge amount of information on the topic they see everywhere. So we’ve decided to create for them the most authentic and personal experience, an original brand mobile app that helps lovers connect their hearts. For simply doing that, they were rewarded with our offer, free Mb of Internet. In a period when mobile applications tend to lose their impact, we’ve put our strategical bets on innovation and technology, creating the mobile app My Heartbeats (send your heart sound to your lover) and amplify its communication with the special edition My Heartbeats print (have a taste of how the mobile app works) and a special in store display project.
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