I had done this project on Orange Telecom while studying at IE Business School which is among the top 6 global business schools in the world. The marketing objective was to launch the multimillion dollar campaign in 26 major markets in the world; primarily focusing at EMEA markets (Europe, Middle East & Africa). The MarCom is primarily focusing at digital media marketing and I had called it SAM strategy. SAM represents Social Media Infiltration, Advergaming, Metaverses. I am going forward to read your comments on this humble attempt.

1. Presented By: Kashif Waqar Khan
Presented To: Professor Pablo Melchor
Project Type: Individual Course Assignment
Company: Orange Telecom
Kashif Khan - IE Business School (MDMK 2011)

2. In 2008, Orange launched a new global brand vision and campaign which reflects
the company’s transformation into one of the world’s leading providers of digital
communications
The marketing challenge was to launch the multimillion dollar campaign in 26 major
markets in the world ; primarily focusing on EMEA markets (Europe, Middle East & Africa)
Marketing theme of the campaign was “TOGETHER WE CAN DO MORE” . The main
takeout of this theme is to build the global community and remove barriers among communities
Marketing campaign is divided into two parts :
Phase 1: Thematic campaign based on the new brand identity
“TOGETHER WE CAN DO MORE”
It involves traditional media like ATL (TV, print, radio, outdoor) and BTL activities
Phase 2: Tactical campaign is the second part of the campaign which involves digital
media to communicate with the audience
My project scope of work (SoW ) is based on this tactical campaign which is
hypothetically developed by me
There are three components of my digital strategy:
o Social Media Infiltration
o Advergaming
o Metaverses
All these tools are connected and promoting each other but I will not discuss
Social media in this assignment
Advergaming Theme: “ TOGETHER WE CAN SAVE GREEN COMMUNITY”
Metaverses Theme: “TOGETHER WE CAN BUILD GREEN COMMUNITY”
Major source of information is http://www.orange.com/en_EN/group/brand
Kashif Khan - IE Business School (MDMK 2011)

3. Presentation roadmap is categorize into three sections . . .
Presentation Marketing Challenge Advergaming &
Foundation & Role Of Digital Metaverses Solutions
Advergaming Objective &
Marketing Challenge Strategy
Company Background &
Key Evidences
Advergaming Tools & Plan
Of Action
Global Campaign Initiative
Management Promise Metaverses Objective &
Strategy
Marketing Objective
Metaverses Tools & Plan
4 C Analysis Of Action
Role Of Digital Media in
Achieving Objectives Measurement Roadmap
Kashif Khan - IE Business School (MDMK 2011)

4. Facts About Orange
Orange is one of the most remarkable and powerful brands in the wireless
telecommunication industry
Launched in 1994 and it entered into British FTSE-100 stock index in 1996
In August 2000, France Telecom acquired Orange from Vodafone for an eye-popping
£25 billion (€ 36B). They paid princely sum of money because of a strong brand reputation
It is the fifth largest telecom operator in the world, with over 189 million customers as of 2009
Management Promise
The promise of the management is to provide “better value, promised
expanded network coverage, better network quality and improved
customer services”.
Kashif Khan - IE Business School (MDMK 2011)

5. 4 C Analysis
A) Company:
Orange products includes mobile, internet and TV services plus content associated with these three platforms
As of March 31, 2008, the Group had 111.9 million mobile customers and 12 million broadband internet
(ADSL) customers.
It covers 26 countries in the world and few of them are as follow: Switzerland, Poland, Romania, France,
Slovakia, Spain, Africa and the Middle East
In 2006, Orange became the Group's single brand for Internet, television and mobile services in the majority of
countries where the company operates, and Orange Business Services the banner for services offered to
businesses worldwide.
The France telecom had consolidated sales of 52.9 billion Euros in 2007 (13 billion Euros at March 31, 2008)
B) Customer:
France Telecom has 170 million customers, of which are 120 million are under the Orange brand
C) Competitor:
Various competitors in different countries and varies from product category to category (local + global)
D) Cost:
Multi-Million Dollar campaign required to communicate with customers of 26 countries
Kashif Khan - IE Business School (MDMK 2011)

6. Marketing Challenge
Orange wants to launch a new global brand vision and campaign which reflects the company’s
transformation into one of the world’s leading providers of digital communications
Launch new brand identity in 26 different markets of the world through largest ever global IMC campaign in
the history of the company
Massive fragmented consumers’ universe divided into various communities from more than 26 countries
* Marketing Objectives
To improve brand awareness (TOM: by 10%, Unaided :15% & Aided:30%)
To improve market share in key markets (Internet: 10%, Mobile:15 % & TV content:20%)
To make youth as our key brand ambassadors in European & MEA key markets
* Hypothetical to make campaign KPI’s more specific Kashif Khan - IE Business School (MDMK 2011)

7. Marketing Campaign
Marketing Campaign Theme: “TOGETHER WE CAN DO MORE” – Global Theme developed by Publicis France
Phase 1: (Not related to this project)
Thematic campaign based on the new brand identity “TOGETHER WE CAN DO MORE”
It involve traditional media like ATL (TV, print, radio, outdoor) and BTL activities
Phase 2: (Related to this project)
It will follow once Orange will finish thematic campaign.
In this phase digital media will play an important role.
Tactical campaign is based on CSR element with the objective to
“SAVE & BUILD THE GREEN COMMUNITY"
Kashif Khan - IE Business School (MDMK 2011)

8. Digital Objectives
Orange consumers are living in a digital world where they want to remove borders between people and places
Bringing people together is the main theme for digital campaign for a common cause
“Escape" from the ordinary and provides a highly unique experience to the consumers through digital media
3D - Digital Strategy (SAM Strategy)
3 Dimensional digital strategy is based on following components. All these three tools are interlinked and
supporting each other.
o Social Media Infiltration (S)
o Advergaming (A)
o Metaverses (M)
S A M
Social Media
Advergaming Metaverses
Infiltration
Kashif Khan - IE Business School (MDMK 2011)

9. Innovative branding exercise to reach young audience with the
Objective “MISSION TO ACHIEVE” motive
Requires sticky or high-recall application which will deliver and spread
message to audience to come together and bring change in society
Age: 18 ~ 35
Target Audience
Gender: Male & Female
Geographical: Key markets EMEA (Europe, Middle East & Africa)
Internet Habits: Orange internet customers & online gamers
Mobile Phone Usage: Orange service users
Kashif Khan - IE Business School (MDMK 2011)

10. Advergaming Advergaming Mission: “TOGETHER WE CAN SAVE GREEN COMMUNITY”
Architecture
Game Design: World is divided into different communities/regions and
each community is facing various customized environmental issues
Gamer will resolve those environmental issues and SAVE THE COMMUNITY
and pass stage by stage. Solutions are given inside the game
By passing each stage they are adding those communities in their
accounts and earning points
Gamers will register themselves to access game and they can pause game and
restart at any point of time
Gamers can choose their game avatars based on the geographical area
Kashif Khan - IE Business School (MDMK 2011)

11. Advergaming Advertising format: Causal Gaming
Format
Modes: PC / Online , Smartphone games (Online Apps)
Rationale to select this advertising format
Focused branded causal Advergaming platform to engage audience
Causal game which most of the people can easily play and relate
themselves with their gaming avatars
Easy to promote the game & divert traffic from various sources
Help audience to understand environmental issues in each specific
geographical area and how people can resolve it by helping each other
Avatar will help them to have more personalize look & feel of the game
Kashif Khan - IE Business School (MDMK 2011)

12. Strategy For Awareness:
Online banner ads & rich media ads will be given on relevant
Advergaming portals
Would prefer to have a strategic alignment with Yahoo
(presence all over the world) to promote the Advergaming
& Metaverses site (explain in a separate slide)
Rich media, on-shop , IMC Advergaming & Metaverses links will be given in all ATL campaigns
campaign & media
partnership
In-shop promotion of the game & virtual site
Drive Awareness
Familiarity:
Divided game into various communities based on geographical
areas with community based customized environmental problems.
Game on the widget
Community based Varity of localized game Avatars are available and gamers can
problem, Noble cause
Drive Loyalty
Drive Familiarity associate themselves with them
Consideration: (Peer to Peer Reference , WoM & Consideration Effect)
Gamers can refer a game at the end of each stage to their five friends
and in this way they can generate great buzz around the campaign
Purchase Green Initiative Peer to Peer reference
Drive Purchase Drive Consideration Purchase:
CSR platform inside the game and gamers can “PURCHASE
GREEN INITIATIVES” (a tactic to generate money) to help environmental
issues. Money goes to local /global NGO’s working on initiative
Loyalty:
Game Widget will be offered to gamers so that they can install widget
on
their computer and play it as per their convenience.
Kashif Khan - IE Business School (MDMK 2011)

13. There are multiple ways to measure the effectiveness of the campaign but I am “Keeping It Super Simple” (KISS)
Advertising KPI’s
Measurement Unique impressions delivered by Yahoo
Unique visits on the gaming portal
CPM – Cost per thousand for the advertising inventory purchased
CTR – Click through rate
CPC – Cost per click
CPS – Cost per session is also important to monitor
Other Measurement Parameters
Number of users registered for game
o Geographical registration
Number of communities/stages passed by users
Time spend by each user
Number of repeat visits to play game in a week
Number of referrals to friends
Number of Green Initiatives Purchased
o Amount of money generated
Voice Of Customer
Monitor voice of customer through this campaign
Kashif Khan - IE Business School (MDMK 2011)

14. Innovative & entertaining virtual world experience to the audience
Objective
Drive traffic from IMC campaign and provide edutainment platform to stay
on the VW with the motive “ REMOVING BARRIERS AMONG COMMUNITIES”
Age: 18 ~ 50 years
Target Audience
Gender: Male 65% & Female 35%
Geographical: Key EMEA Markets (Europe, Middle East & Africa)
Internet Habits: Spend 2~3 hours online
Target Audience TOGETHER WE CAN BUILD GREEN COMMUNITY
Kashif Khan - IE Business School (MDMK 2011)

15. Metaverses VW Page 1: After login they will see a page where entire world is divided
Architecture into different communities
Visitors will choose to visit communities of their own choice
Once visitor will enter into that community ; a synopsis will be presented to
him about that community , green problems & prospective solutions
Visitor will interact with other visitors and will share his knowledge for the
solution of those issues
VW site look & feel will be close to actual area so that visitor will enjoy the
virtual visit of that area
More visitors will interact and participate , more they will earn green points
Consumers can virtually interact with each other and it will help to achieve
main campaign objective ”REMOVING BORDERS AMONG COMMUNITIES”
Buying “GREEN INITIATIVE TOOLS” to raise money for green charity
Kashif Khan - IE Business School (MDMK 2011)

16. Strategy For
Awareness:
Advergaming Online banner ads & rich media ads will be given on relevant portals
Heavy awareness activities inside the game for VW
VW links will be given in all TVC & print campaigns
Relationship:
Rich media, on-shop , IMC
campaign & media Initiate offline meetings in few countries and invite top contributors
partnership
Drive Awareness
and give them a chance to meet each other and build relationship
This meeting can be organized on local & international levels
Earn points by adding virtual friends like Facebook
Varity of localized game avatars are available and visitors can
Around the world with Relationship building from associate themselves with those avatars
green VW VW platform
Loyalty Build Relationship
Sense Of Common Cause:
More someone will participate and build green community; the more
he will earn green points. There will be a winner on weekly basis.
PR will play an important role here
Education & Entertainment Together we can build
from one Platform
Edutainment
green community Edutainment:
Sense Of Common Cause
Its a CSR platform and visitors are learning to make communities better
& green in a interactive manner . Education & Entertainment is critical
Loyalty:
A team of frequent visitors and contributors will be made and
they will be appointed brand ambassador for this noble cause
and they will travel around to promote the campaign
Kashif Khan - IE Business School (MDMK 2011)

17. Advertising KPI’s
Measurement Unique impressions delivered
Unique visits on VW platform
Total number of visitors
CPM – Cost per thousand for the advertising inventory purchased
CTR – Click through rate
CPC – Cost per click
CPS – Cost per session is also important to monitor
Other Measurement Parameters
Number of users /registration for VW
o Geographical registration
Number of communities stages covered by users
Total time spend by each user
Number of repeat visits on the virtual platform
Number of referrals to friends
Number of Green Initiatives Purchased
o Amount of money generated
Voice Of Customer
Monitor voice of customer through this campaign
Kashif Khan - IE Business School (MDMK 2011)

18. Synergy Elements Advergaming Metaverses
Theme Save the Green Community Build the Green Community
Registration There will be one online registration and same login & Password will be used for both
formats
Avatar One user can use one Avatar which will be used in both formats.
Varity of Avatars available based on different communities
Cumulative Green Points Cumulative earned green points will be displayed on each platform for each user
PR More relevant for VW visitors , offline meetings and media briefing sessions
Kashif Khan - IE Business School (MDMK 2011)

19. Title Estimated Source Remarks
Amount (Euro)
Production Cost Euro 700,000 Olive Media Dubai Partial production house is in
(Game + VW) India that’s why overall cost is
economical
Global Online Media Euro 1 million Mr. Ahmad – MD Yahoo (MEA) He could be approached to
Buying With Yahoo facilitate global agreement
PR Activity and Euro 500,000 Orange global PR agency Global PR alignment will be
Media Events required for this campaign
Kashif Khan - IE Business School (MDMK 2011)

20. Strategic Alliance with United Nations Environmental Programme (UNEP) is recommended to give
credibility
Alliance with leading online portal is important to save media cost. Yahoo is recommended as a
global campaign partner
Social Media Infiltration and PR is important to create buzz around the project
Its important to use Advergaming & Metaverses site links on the IMC campaign. It will help to
increase media coverage of the campaign. Orange In-shop activity is also important with “GREEN
ORANGE LOGO” , especially during the campaign duration
Kashif Khan - IE Business School (MDMK 2011)

21. End of Document
Contact: kashifwaqarkhan@gmail.com Kashif Khan - IE Business School (MDMK 2011)

22. Source Of Information
Brand website : http://www.orange.com/en_EN/group/brand/
Press Office on the website
YouTube videos
Kashif Khan - IE Business School (MDMK 2011)