Representation for developing campaign re-branding creative concepts to reach desired audiences and demographics.

1. C R E A T I V E C A M P A I G N
IDEATION BRIEF
Company
 Orange Telecom
Business Objective
 Lead generation, customer sales, branding &
engagement.
Brand / Service Promise
 Exceptional Service
 Simplicity
 Refreshing
 Sincerity
 Efficient
Marketing Objectives
 Development of innovative & creative campaign ideas; wow effect.
 Corporate campaigns, events, smartphone-battles, shop openings, news about devices.
 Strengthen brand awareness in a cool and refreshing way + positioning differentiation from competition.
Target Audience
Prime demo: Swiss teens through mid-twenties, targeted cities, multi-languages
Campaign Channels
 Web
 Social Media
 Email
 Paid
 Mobile

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Strategy Brief
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Daniel McKean
IDEATION
DIGITAL FOOTPRINT INTEGRATION
Digital Marketing is tasked with demand creation and developing leads. To ensure a vibrant and healthy online
presence, continual consideration for Orange’s digital footprint will help steer integrated directions and purpose.
The Digital Footprint represents how and where
Orange should live online, where target groups spend
time online, and how these properties are - or are not
connected via brand behavior and communication.
As part of any new sustainable initiative, there is a
need for continuous review of the evolving Orange
digital landscape either through corporate discovery
processes or via ongoing analysis should be explored
and scheduled throughout campaign execution.
For the purposes of this ideation process, Orange has
presented specifics as to where they need assistance.
The following core areas have been presented as
considerations for consumer touch points to address those needs.
 Digital Hub: corporate websites where ultimately consumers gather information, evaluate
services, and make consumer transactions (sign up, customer service, billing, etc.).
 Owned Platforms: primary digital beachheads specified (microsites, apps, social profiles).
 Owned Media: campaign and content strategies to drive fan engagement and influence.
 Earned Media: campaign and content strategies to drive viral engagement and influence.
 Paid Media: media strategies for greater impressions or online interactions.
Digital Hub
Owned Platforms
Owned Media
Earned Media
Paid Media

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Strategy Brief
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Daniel McKean
IDEATION
BRANDING & EXECUTION
As a needed consideration, defining a strategic approach for the digital elements Orange is seeking assistance
requires connecting and leveraging consumer touch points using a combination of creative, design, content, social
apps, mobility, web ops, ad ops and data ops.
2014 promises seven major digital trends. These should be applied to executing Orange’s digital marketing
initiatives.
Content marketing will be bigger than ever. One of the main ways that companies are establishing
authority and gaining trust with consumers is by consistently creating valuable content through a variety
of channels. This typically involves relevant industry information that provides insight or entertainment to
an audience. Doing so allows a company to steadily build rapport with its demographic and develop a
loyal following.
Social Media Marketing Will Require More Diversity. There is a plethora of new options beyond
Facebook, Twitter and LinkedIn (think Pinterest, Instagram, Snapchat, WhatsApp, Google+,
Tumblr) that allow companies to produce engaging content in a variety of media forms and build
audiences across more channels than ever before for realizing greater reach and brand equity.
Image-Centric Content Will Rule. As consumers are hit with an increasing number of advertisements, it’s
becoming ever more important to make content easily and quickly digestible.
Less Will be More. A notable trend being tracked is the apparent shift in consumer preference regarding
simplistic marketing messages instead of in-depth messages. Not only should marketing strategies be
simple in nature, but the promotion of services should serve to simplify the consumer’s life, or even just
their customer experience.
Mobile-Friendly Content Will Be Necessary. Due to the widespread (and quickly growing) use of
smartphones and tablets, it’s now mandatory for companies to create content that’s accessible to mobile
users. According to Forbes, “87% of connected devices sales by 2017 will be tablets and smartphones.
Therefore, it’s becoming even more critical to provide a positive experience to users that are browsing via
a mobile device.
Ad Retargeting Will Grow in Effectiveness. Utilizing browser cookies, having the ability to serve and
show advertisements of products or services users viewed on the Orange Telecom website across
different websites keeps the brand and the product at the top of the consumer’s mind. With only two
percent of web traffic converting on the first visit, ad retargeting works to increase the overall conversion
rate by reminding consumers of the product or service they viewed.
SEO and Social Signals Will Become Even More Intertwined. The more people that are sharing a
piece of content, the higher quality is likely to be, and therefore its position should increase
within the search engine results pages. It’s no coincidence that the top-ranking search results
tend to have lots of social shares, while those ranked lower have fewer.
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Strategy Brief
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Daniel McKean
IDEATION
LEAD GENERATION CAMPAIGN CONSIDERATIONS
As a consideration, to find the shortest way to reach potential customers, studies have shown that in
business, the shortest route is still with email.
A goal for lead generation should be to continually build expanded opt-in email (and SMS) lists of customers
and potential customers to engage and convert into more billable customer services and new paying
customers.
Social media can (AND SHOULD) play a key role in lead generation via the acquisition of new Fans and
Followers - as well as list building leading to greater results in overall digital campaign execution, content
marketing and customer fulfillment.
Lead Generation and List Building via social media
Social media contests, sweepstakes and giveaways are ideal to motivate and grow Fan bases, while turning fans
and participants into email and SMS subscribers for additional targeted campaigns.
Sweepstakes Benefits
Use sweepstakes for email capture and lead generation.
With a low entry barrier, sweepstakes promotions are ideal for lead generation when used with strategic opt-in
checkboxes and requests for email and SMS broadcasts. Based on how people enter, Orange should consider
sweepstakes to stimulate lead generation. Sweepstakes come in three primary forms.
 Draw – entrants enter the promotion with a single click.
 Poll – entrants need to answer a random question designed to gather actionable consumer insights.
 Quiz – entrants need to answer a knowledge-based question.
— 46% OF COMPANIES RUNNING SWEEPSTAKES CHOOSE A QUIZ.
Sweepstakes Execution Tips
 Offer multiple grand prizes with lower value. Logic: if the grand prize is too high-value, entrants may
feel they have less chance to win if they think such a high-value grand prize would attract too many
entrants.
 Carefully choose the grand prize. The grand prize is one of the best filters for soliciting participation when
running a promotion. Give away something relevant to the Orange Telecom business and which easily has
perceived value (phones, services).
 Always use incentives to share. Make the sweepstakes viral. Motivate people to spread the word about
the promotion. As an example, if they invite friends to participate, they can receive bonus entry points.
For maximum ROI, it’s essential for sweepstakes to go viral.

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Contests Benefits
Use contests for lead gen while accelerating brand engagement.
As with Sweepstakes, contests are ideal for lead generation when used with strategic opt-in checkboxes and
requests for email and SMS broadcast. Aside from strategically being used to capture leads, contests offer the
added benefit of creating greater social engagements, viral buzz, and Brand exposure. Photo and video contests
would be a perfect match for Orange and its targeted mobile consumers.
 Photo contest – entrants would upload a themed based photo to enter, and ask friends to vote (a viral
component by linking a “friends of fans” voting element to the contest)
 Video contest - requires entrants to be a bit more creative with increased time investments, entrants
would upload a video, and ask friends to vote.
Contest Execution Tips
 The winner should never be the entry with the most votes. It’s quite unmotivating for entrants if one
participant gathers a lot of votes and appears to be too far ahead. A good contest includes the element of
“luck” in the winner selection process such as picking winner(s) from the top 5 voted entries.
 Draw a winner among voters. Another best practice to get bigger buzz around a contest promotion is to
consider drawing a prize among voters too. With America’s Got Talent television show, audience viewers
who voted on their favorite act could win something too.
Incentives Use
Use incentives for lead generation to solicit higher numbers of Email and SMS opt-in signups.
Customers and non-customers can be influenced to opt-in to email and SMS lists via incentives promoted across
the corporate website, social media, advertising, and in-store displays. Small monetary value incentives could
be used to increase the number of signups.
Of note there is an inverse relationship between engagement and lead generation.
Both sweepstakes and contests can be used for lead generation, but sweepstakes are typically better.
More opt-ins may be realized if it’s easy to enter the promotion. If the entry is easy, the engagement is lower.
If entering the promotion requires submitting content (taking a picture, shooting a short video, sharing a story),
then the barrier to entry becomes higher, with engagement and participation likely lower creating fewer
opportunities for opt-ins.

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Strategy Brief
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Daniel McKean
CAMPAIGN IDEATION
FACEBOOK CINÉDAY PROMOTION
Objective
Produce five (5) visual and text concepts for several represented Facebook Promoted Posts around Orange
Cinéday to maximize engagement.
Approach
The proposed text or question asked to the audience has to support the image (i.e., favorite movie featuring an
actor, recognizing an actor, a movie scene, a famous dialogue/sentence from a movie, etc.).
Channel
Facebook
Goals
Reinforce the community with communication around this offer with a new and refreshing set of attractive and
refreshing visuals.
Primary Target
Orange CH Facebook fans in prime younger age demos living in cities with Cinéday partner cinemas. Partner
cinemas are in Geneva, Lausanne, Fribourg, Neuchâtel, La Chaux-de-Fonds, Berne, Biel, Basel, Zurich / Dietlikon
and Chur.

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Strategy Brief
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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
1. Guess the Actor
Post Type: Engagement
Image: Close-up of actor mouth, eye/s or nose OR fuzzed out image of actor’s face.
Copy: Guess who X actor is .
EXAMPLES: Response can be posted in comments.
Guess the celebrity!
Clue: She’s played a maid.
Guess the celebrity!
Clue: A lovely vampire.

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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
2. Movie Challenge
Post Type: Engagement with Sweeps Facebook App Tie-in
Image: Famous locations or scenes in movies.
Copy: Remember this scene? Guess the movie.
A. Not of this Earth
B. E.T. – The Extra Terrestrial
C. Flying to the Moon
EXAMPLE: Response provided via Link to Sweeps Facebook App.

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Strategy Brief
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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
3. Movie Puzzle
Post Type: Engagement with SMS Tie-in
Image: Movie titles, famous movie quotes, celebrity names, characters in jumbled letters.
Copy: Guess the quote/character/movie.
EXAMPLE: Response can be posted in comments or text to Orange with automated reply
acknowledging correct answer or to try again.

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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
4. Movie/Actor Seek and Find
Post Type: Engagement
Image: Word search puzzle image with cast names from a select movie.
Copy: Find the movie or actors in the movie, etc.
EXAMPLE: Response can be posted in comments.
Find the movie title and featured actors.

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Strategy Brief
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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
5. Solve the puzzle (like Pictionary)
Post Type: Engagement with SMS Tie-in
Image: Movie images or similar concept based on old Concentration tv game show, e.g.,
http://guessthemovie.info OR short phrases/quotes from a movie all done with images.
Copy: Guess the movie/phrases/quotes are.
EXAMPLE: Response can be posted in comments or text to Orange with automated reply
acknowledging correct answer or to try again.

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Strategy Brief
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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
6. Celebrity Blend
Post Type: Engagement
Image: Morphed image of two celebrities from movie cast (this is a play on “two for one” promo),
preferably male/female into one photo. See “morphing” examples: http://www.morphthing.com/
Copy: Can you guess the two celebrities?
EXAMPLE: Response can be posted in comments.
Ex. Brad Pitt, Kristen Stewart

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Strategy Brief
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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
7. Buzzfeed-Type Quiz
Post Type: Engagement & Mobile App
http://www.buzzfeed.com/perpetua/which-80s-pop-icon-are-you
A user may be like celebrity XYZ or movie XYZ. Based on answers to several movie-related questions,
participants are categorized as to who they most are like.
Image: Rotating themed based image
Copy: Which “Theme Title” Are you?
EXAMPLE: Result given through App.

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Strategy Brief
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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
8. Image: Funny translations in other languages of American, German or French movies
Post Type: Engagement
Image: Film Posters
Copy: Guess the movie
EXAMPLE: Response can be given in comments.
German Translation: THE UNBELIEVEABLE TRIP IN A WACKY AEROPLANE
Can you guess what film it is?

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Strategy Brief
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Daniel McKean
CONCEPT LAYER
FACEBOOK CINÉDAY THEMED ENGAGEMENT POSTS
9. Movie Trivia
Post Type: Engagement & Facebook App
Image: Movie scene
Copy: Memorable quote from the movie
Question: What year was the movie filmed?
Example: Response can be given in comments.

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Strategy Brief
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Daniel McKean
EXECUTION LAYER
FACEBOOK CINÉDAY CAMPAIGN ACTIVATION
THEME
Tuesday is Orange Cinéday.
DETAILS
 Build greater customer awareness, engagement, leads using branded themed content.
 Primary Profile Targeting: 1) current FB Fans & city, and/or 2) current customers using custom targeting
(phone & email) lists & city.
 Secondary Expanded Profile Targeting: non-FB fans, Swiss Com customers, Sunrise customers (select by
city promo participation).
 Leverage Facebook Promoted Posts, Apps, Facebook Advertising, and a Facebook Sweepstakes.
 Combination of creative visuals, engagement posts and apps.
 Integrate with cross promotion across Twitter, SMS, email.
CORE FACEBOOK ELEMENTS
 Page Cover Image to be activated on Tuesdays (promo creative can be generic for the duration of the
promotion or rotated based on multiple creative).
 Promoted Themed Posts for weekday Cinéday awareness and engagement.
 Pinning of Tuesday Promoted Posts coinciding with Tuesday Page Cover activation. Above the
fold Tuesday Cinéday branding.
 Themed Engagement Tab & Apps (e.g., Cinéday Tab with Movie Trivia app) to build heightened
brand engagement.

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SWEEPSTAKES INTEGRATION
 Facebook Sweepstakes Cinéday tie-in using e.g., Movie Challenge Quiz Facebook App Concept (or
similar), to build overall brand engagements, viral buzz, and lead generation. Draw 6 to 12 weekly random
winners for a 90-day Free Orange Young subscription (other) with Grand Prize Winner.
 Promoted Sweepstakes Themed Posts for weekend engagement and Sweepstakes entries to create
extended reach and engagement in news feeds during peak weekend hours when typically, Fans are
online in largest numbers (e.g., Movie Challenge Concept).
 Like-Gate App consideration in support of the Sweepstakes, Facebook Fan growth and lead
generation. Linkable to Orange Cinéday portal site.
 Sweepstakes Native Facebook Ads to build entries among Fans and non-Fans.
 Sweepstakes Mobile Ads to build entries, new Facebook fans, and lead generation among
targeted mobile profile demographics.
MOBILE & ONLINE INTEGRATION
 Redesigned Cinéday Swiss Portal Site (branded like Orange.FR) as a host destination with
promotion and weekly theatre film details; customer and new customer offers and incentives;
downloadable mobile app; email and SMS opt-ins.
 Branded Mobile App (e.g., Buzzfeed App) promotion to build greater Cinéday awareness and
mobile Cinéday app downloads using entertainment leading to greater brand engagement.
 Themed SMS Marketing Campaign linked to select Facebook Engagement / Response Posts
and leveraged for customer opt-in subscriber lists.
“98% of text messages are read, with the average response time a
mere 90 seconds (compared to 2.5 days for an email).”

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SOCIAL CHANNEL CROSS INTEGRATION
Twitter
 Weekly Cinéday & Sweepstakes themed tweets using aesthetically appealing pics and links
as news feed ads to build greater Brand awareness, engagement, mobile app downloads,
web and portal site traffic, new Twitter Followers, and email and SMS opt-ins.
Instagram
 High Impact Weekly Cinéday & Sweepstakes promotion images designed to have viral
engagement.
 iOS Hooks to enable themed iPhone version Apps to upload and share user results for viral
impact (e.g., BuzzFeed like app results)
EMAIL INTEGRATION
 Monthly HTML emails to customer opt-in email lists to reinforce customer appreciation and foot traffic
using Orange Cinéday reminders with promotion of in-store monthly Tuesday (Cinéday) special offers and
incentives.
 Multi-Tuesday promotion versions can be geo-targeted by city locale.
REQUIRED DIGITAL ASSETS
 Tuesday FB Page Cover Image(s).
 FB Ad & Promoted Posts creative.
 FB Cinéday Page App.
 FB Sweepstakes Like-Gate Contest Entry App.
 Mobile Ad creative.
 Portal site redesign with refresh cycles.
 Tweet creative.
 Instagram creative.
 HTML promotion template / creative.
 Serving Platforms (Advertising, SMS).
 Opt-in Orange lists.

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Strategy Brief
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Daniel McKean
CAMPAIGN IDEATION
INSTAGRAM CROSS PROMOTION
Objective
Raise brand awareness and brand love to increase the TOP of mind within the young target group.
Approach
Entertain via a Brand experience.
Goals
Leverage high Instagram usage via contests, Orange hosted / sponsored activities, telco-related topics, youth
(pop) culture.
Primary Target
Young, digital natives.

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Strategy Brief
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Daniel McKean
CONCEPT LAYER
INSTAGRAM CROSS PROMOTION
Campaign: Photo Contest
Orange IS Here #OrangeIsHere
(a play on wherever you are, your Orange mobile service is here with you)
 Campaign to demonstrate that Orange IS Here — wherever a user is with their mobile phone, tablet, etc.
 Take concept of “Flat Stanley”, but instead, use Orange square logo. To demonstrate that Orange IS Here,
ask users to download and print an enlarged Orange Telecom logo from the Orange site, Twitter or
Facebook OR they can go into a local Orange store and pick up an already printed Orange box logo for
campaign.

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Strategy Brief
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Daniel McKean
EXECUTION LAYER
INSTAGRAM CROSS PROMOTION CAMPAIGN ACTIVATION
THEME
Orange IS Here, wherever you are (#OrangeIsHere)
DETAILS
 Photo contest to build VIRAL awareness, engagement using themed (UGC) content.
 Contest promotion to leverage 4G network awareness and service strength.
 Participants are instructed to start snapping, uploading selfies & groupies with the printed Orange
Telecom logo, wherever they may be.
 Demonstrates how Orange IS Here, wherever you are.
 Participants upload with hashtag #OrangeIsHere.
 Orange selects weekly winners.
 Leader Board App to track top uploads, most photo likes.
 Leader board standings with select images cross promoted across Facebook, Twitter and Instagram for
viral influence and increased engagement.
 Winners are selected based on a combination of merits: uploads, best individual pic, best group pic, most
unusual pic, most pic likes, more.
 Run and promote contests for 30-45 days with the option to extend or renew later if viral.
Some questions to ask users throughout the contest to stimulate ideas:
 Where are you listening/streaming music? Orange IS Here.
 Where are you watching tv? Orange IS Here.
 Where are you using your mobile phone? Orange IS Here.
 Where are you doing work? Orange IS Here.
 Where are you taking photos? Orange IS Here.
 Where are you eating? (food photos) Orange IS Here.

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Strategy Brief
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Daniel McKean
Prize package ideas:
 Roundtrip tickets within Switzerland/EU.
 A free year of Spotify subscription service.
 Free Orange Young service for a specified amount of time.
 Gift cards for Orange Telecom store or online store.
CORE CAMPAIGN ELEMENTS
 Instagram Banner used as profile’s primary ‘on channel’ visual promotion.
 API Feed of Photo Upload Streams of hash tagged participant photos.
 Instagram Fan of the Day selection.
 Weekly winners with Grand Prize Winner.
 Participant (non-winners) special up sell / cross sell incentive.
CROSS CHANNEL INTEGRATION
 Facebook with Promoted Posts.
 Twitter with Instagram Fan of the Day Pic.
 Email and SMS promotion with opt-in lists.
 Website banner.
 In-store signage with QR codes.
 Mobile Ads.
 Promote winners across Orange social profiles.
REQUIRED DIGITAL ASSETS
 Contest Entry Portal.
 Instagram Banner.
 Instagram API photo feed.
 Facebook Weekly Promoted Post creative.
 Twitter Fan of the Day selection photos.
 Mobile Ads creative.
 HTML email template.

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CONCEPT LAYER
INSTAGRAM CROSS PROMOTION EVENT EXTENSIONS
Continues to play off the Orange IS Here theme.
Campaign: Event Branded Photo Opps Challenge
 At sponsored hosted events, set up various Orange Telecom booths where event attendees can
“start” the Orange Is Here activity.
 Participants will be given an activity card or large venue map indicating the location of Photo Opp
spots.
 Some photo locations may be a little harder to get to (but not to endanger people).
 Photo Opp spots (visible via branded Orange Telecom signs) will be set up throughout the event.
 Participants can then find the Photo Opp spots and take selfies or groupies in front of the
branded Orange sign, upload the photo to Instagram and hashed #OrangeIsHere.
 Orange would display a large screen at the event that would then livestream incoming Instagram
photos hashed with #OrangeIsHere.
 When participants have taken and uploaded their Photo Opp pics to Instagram from all locations,
they can then go to back to the Orange Telecom booth to verify the total # of photo Opps taken
and get a prize for completing all Photo Opps.
 OR there can be a private VIP Orange event that they get access to after finishing the Photo Opps
challenge.
 This can also be executed as a city-wide event (probably would have to work with the city or a
park), posting Photo Opp signs in parts of the city with views or landmarks, and can be sponsored
by Orange.
Campaign: Event Branded Photo Booths
 For any sponsored or hosted event, photo booths are set up in key spots of the event. Attendees are
encouraged to take photos, hashtag them and upload them directly to their Facebook, Instagram, and
Twitter profiles.
Campaign: Event Branded Mobile Charging Stations
 For any sponsored or hosted event, set up a cool, area with couches, chairs, and tables (can do so
outdoors too), with an active 4G hotspot, music streaming from Spotify, streaming TV using
Zattoo, and a photo booth for people to take photos and upload to their social profiles while they
charge their phones. Have a 3D printer to print up Oranges for keychains. Have Orange sherbet
ice cream or creamsicles, snacks, etc. Create a youth-oriented ambience via music and video.

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Strategy Brief
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Daniel McKean
ADDITIONAL CREATIVE CONCEPTS
CROSS PROMOTION VALUE-ADDED OPPORTUNITIES
1. EVENT Orange “Twitter” vending machines – Fill with products to give away. For every product,
user must send a tweet with designated hashtags for each product including hashtag
#OrangeIsHere to receive certain product.
2. Orange Scavenger Hunt using QR codes or WhatsApp – Scanning strategically placed QR codes
for clues to next scavenger hunt location/item; WhatsApp – texting to a designated number to
receive a text clue.
3. WhatsApp or Twitter – “buying” a song download or some item that can be gifted to someone
else via a text code or Tweet. Orange would have to enable customers to link their Orange
Telecom accounts to Twitter or WhatsApp, to link to credit card payment or billing. Concept is
essentially a gift card to send via Twitter or WhatsApp to someone else, e.g., Starbucks’ Tweet a
coffee.
4. Orange mobile truck (like a food truck) and street team – Mall appearances, events. Have inside
of posh truck set up for mobile sampling and more, then a photo booth or cool, Orange-branded
background for people to take their photo, upload to Instagram, or other social channels, AND
could print a copy of their photo, Orange-branded. Have a 3-D printer to print up Oranges for
keychains.
5. A promotion around partnering with Uber in Zurich for rides to/from events (depending on the
venue location). Winners get a text code from Orange to use as a promo code when ordering
Uber from their app.