Naked case study
Brief and Objectives
The brief was to take Orange’s existing association with film and link it to the video capability of phone handsets, delivering the objectives of driving trial of video messaging and enhancing Orange’s image as an innovative brand.
To claim the nascent territory of mobile movie making, positioning Orange at the cutting edge of mobile phone behaviour and marketing.
So, in November 2004 Orange launched the inaugural Orange ‘Paper Film’ Festival, a brand new competition to find the UK’s first ever mobile phone film maker.
The launch of the festival coincided with, and was made possible by, the launch of the first online video editing application for mobile phone users.
Paper CutTM is an innovative piece of technology, which allows mobile phone users on any mobile network to edit films they have shot and compiled with a video-enabled handset, free of charge.
Entries to the festival were submitted by MMS and then edited on the site at paperfilms.co.uk with Paper CutTM, to make films complete with soundtracks, effects and credits.
The idea was conceived by Naked and Poke, with the communication strategy by Naked and the execution by Poke.
It built upon the ‘Reasons to be Orange’ campaign, leveraging the ‘Paper World’ creative.
We targeted harder to reach young and creative consumers. The activity allowed for a spectrum of involvement, from viewing and voting, to active participation.
The Paperfilm website was the backbone of the campaign, at once a tool for editing movies.
Online ads were used to invite submissions and drive people to the site - viral films provided inspiration.
The festival invited submissions via the most appropriate channels to engage our core audience: those most likely to make movies.
It was promoted via viral seeding, character toolkits in style/creative magazines and kits sent to film colleges.
It was important to engage Orange customers and this was done via emails, multimedia and text messages, bill inserts, orange.co.uk and in Orange retail stores.
The wider audience was communicated with via toolkits in national press and online advertising and kits were handed out in store.
There were a total of 236 mobile film entries to the competition. There were over 367,000 impressions to the site during the campaign period and average interaction time on the site was in excess of 10 minutes.
Some 78 per cent of visitors rated the site as ‘good’ or above. 70 per cent considered the site ‘entertaining’ and 80per cent agreed that they had never seen anything like.
One interviewee summed it up: “I can’t imagine any other mobile company being as creative as this.” [Fat Group online questionnaire]
Orange is now the brand most associated with film in the UK, ahead of Stella and Odeon. [TNS sample: 20-22 Feb 04, 21-23May 04. 1000 adults 16+, nationally representative.
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