Orange - Dance with Millidge and Doig

Information

Campaign: Dance with Millidge and Doig
Client: Orange România
Brand: Orange
Submitted by: Orange România
Agencies: Wieden + Kennedy & Publicis România
Media Agency: Initiative Media

Background/Objectives

Strategy

Results

Background/objectives: How would Orange go beyond the traditional route of just promoting an offer and really stand out in a way that would encourage the use of mobile data and create love for the brand in the process?

Strategy: CREATING OUR OWN CULTURAL MEME
A first for Romanian television advertising. All people had to do was upload a video of themselves using their mobile while dancing along with Millidge and Doig.

Results: “Dance with Millidge and Doig” became the Most Viewed Ad on YouTube Romania in 2014. Despite everybody else throwing offers at the volatile Pre-Pay consumers, during the campaign period, Orange Pre Pay customers used more data on average per month, almost double our initial objective.