Orange is a world wide Telecom company which provides total business communications in 220 countries and territories. In 2006 Orange was the official sponosr of the TMF Awards. Icemedia developed a shoot & share campaign during the TMF Awards to promote the website orangemusic.nl among young people.
OBJECTIVES AND TARGET GROUP
• Target group: young people between 15-35 year.
• Create awareness around the Orange music website
• Create word of mouth around Orange Music
CAMPAIGN SETUP
During the TMF Awards, a photo was made of the visitors by a team of photographers. After the event, people could go to the Orange Music website and order a set of icecards with their photo on it. People that were not photographed could upload an own photo or choose a picture of one of their idols of the TMF Awards.
CAMPAIGN RESULTS
After the successful event, visitors visited the site by large numbers. The campaign resulted in more than 250.000 pageviews. Via the website also 5,093 icecards were ordered in less than 44 days. 85% of the visitors ordered an iceards set with their own photo on it. The average age of the consumer ordering was 24 year, with a peak lying at 19. Both girls as boys ordered the cards, the distribution was subsequently 58% - 42%.
Screenshots website
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