Orange has utilised JCDecaux Innovate to create a bespoke outdoor campaign aimed to raise their share of the PAYG youth market.
Following the Animal Tariffs theme from the TV ad, the national campaign included:
· Orange animal shaped balloons attached to 6-sheets tagged with a retail offering.
· Column & 6-sheet showcases filled with the Orange animals.
· Removable animal shaped stickers on bus shelters printed with a retail message.
Displayed in the heart of social and retail environments, the campaign enabled Orange to engage with consumers and allowed them to become part of the advertising, encouraging them to take the balloons and stickers which detailed Orange retail opportunities and rewarded consumers with free texts.
Natasha Watkinson from Orange, said, “We were really impressed with the rigour that [JCDecaux Innovate] put into the testing of each site, tirelessly making them work and sticking with it...”