2019 BELONGS TO YOU
_ Demain t'appartient
This is the story of a meeting between the positioning of an international brand and a local issue. Sonatel Group and Orange are committed to making the digital revolution accessible to all Senegalese by 2019: lower tariffs, innovations, a saga told by the same characters for 2 years.
The challenge at the end of 2018: Effectively address in the same campaign the institutional message of this commitment kept and 14 consumer and business commercial offers for the holidays! How can we meet this challenge in a period of intense advertising noise? By offering a unique emotion and spreading it through an innovative integrated strategy. The emotion is a film shot in the heart of the medina in a spirit of shared wonder: 2019 is yours!
Each sequence is broken down into short spots, sponsoring billboards, prints, displays, posts and social media stories. Objective: follow the thread of our commitment and highlight each offer! With a full media mix and Declutter & Pulse tactics to avoid a succession of offers in the same advertising slot. A tactic reinforced by a market innovation: TV and digital synchronization. All channels lead to another innovation: a web platform using interactive video technology for the first time in West Africa.
By clicking directly on the film, you can find out more about the offers, and if you want to find out more, you can go to the Orange website. A Snapshat filter brings the experience to a close, putting our targets right at the heart of the campaign. Over 70% of the population over 15 was reached. On the digital side, the reach also exceeded expectations for the generic interactive film.
On January 1st, the Group's CEOs addressed their best wishes at the foot of the same Christmas Baobab. Emotion shared on TV and Twitter. Brand Tracking confirms the campaign's success, with a growing customer base and an all-time high in mobile Internet usage.
2019 belongs to them !
Client / Sonatel Orange group
Agency / Caractère
Creative Direction / Muriel Kla
Copywriting / Caroles Bordes
Artistic Direction / Benoit Dorsemaine
Executive Production / Studio Sankara
Director / Eric Bergès
Photographer / Youri Lenquette
CRISTAL WHITE _ Film category / African Cristal Festival Marraksh 2019
CRISTAL WHITE _ Digital innovation category / African Cristal Festival Marraksh 2019
Digital interactive platform / WIREMAX
Commercials OUTDOORS
