| Title | Gothic |
| Agency | Publicis Conseil |
| Campaign | Orange Rockcorps |
| Advertiser | Orange |
| Brand | Orange Rockcorps |
| Posted | October 2009 |
| Business Sector | Corporate Communication |
| Tagline | Music makes a difference. |
| Story | Orange is the main sponsor of a campaign aimed at the young: Orange RockCorps, a prestigious concert organised on 2nd October, 2009, where the only way to get a ticket was to volunteer 4 hours work in an organisation. |
| Philosophy | OBJECTIVES > Appeal to a young audience > Challenge their perceptions about the brand: the lack of new and original I35 the scarcity of activities and products based on their interests, especially music > Build a more sustainable relationship with this versatile target audience STRATEGY Concept: Mixing 2 opposing worlds humorously: charity and music. Specifically, using music to encourage young people to volunteer and showing them that the experience can be fun and exhilarating. Codes: Building on music codes, using the references of the young => illustrating our concept in the form of music / video clips. The concept of the Orange RockCorps Campaign Showing young people who, through music, have fun doing a good deed: cleaning the windows of an old peoples home, cleaning a beach, cleaning a gym Message: With music, we can all make a difference. A 3-screen strategy: TV, web, mobile phone for multiple contact points and better interactivity. TV budget = 40% of the campaign, hyper affinity mass media (screens dedicated to our target), media driving visibility and boosting web traffic Web = interactive and engaging media in affinity with the target, Mobile = hyper affinity media, complementary to the web MEDIA BUDGET Gross budget = 7.7m Investment share = 15% TARGET AUDIENCE Boys and girls aged 16-24 |
| Problem | Orange RockCorps is an opportunity for people to change the things around them and to attend a unique concert in France. The concept is simple: individuals need to give just four hours of their time to an Orange RockCorps partner association project near their home. In exchange, they receive a ticket for the year's biggest concert on 2 October at Paris Zenith Venue. Tickets are not on sale for the event, nor can they be won in any competition. |
| Media Type | Television |
| Market | France |
| More Information | www.orangerockcorps.fr |
| Production Company | Soixante Quinze 75 |
| Director | Vincent Lobelle |
| Producer | Emmanuel Guiraud |
| Director of Photography (DOP) | Glynn Speeckaert |
| Editor | Cyril Nakache |
| Editor | Stéphane Couturier |
| Music Composer | Eric Cervera |
| SFX Images | Mikros Image |
| Sound Producer | Boris Nicou |
| Sound Producer | Eric Cervera |
| Sound Production | WAM |
| Post Production | Jeanne Raibaut |
| Executive Creative Director | Olivier Altmann |
| Copywriter | Mathieu Degryse |
| Copywriter | Olivier Dermaux |
| Art Director | Yves-Eric Deboey |
| Art Director | Mathieu Vinciguerra |
| Strategic Planner | Valérie Henaff |
| Account Director | Marie Wallet |
| Account Manager | Céline Veyrard |
| Advertising Manager | Alice Holzman |
| Advertising Manager | Nicolas Guiramand |
| Advertising Manager | Isabelle Quinlan |
| Advertising Manager | François Baroin |
| Advertising Manager | Véronica Hardouin |
| Advertising Manager | Esther Gordon |
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