Orange - Millidge and Doig

Information

Campaign: Millidge and Doig
Brand: Orange
Client: Orange România
Submitted by: Orange România
Second Agency: Wieden + Kennedy
Third Agency: Publicis România
Media Agency: Initiative Media

Background/Objectives

Strategy

Results

Background/objectives: To protect Orange market lead, the brand needed to sit above the confusing scramble with a clear and distinctive platform that could make them stand for more in the minds of Romanians.

Strategy: We looked beyond devices, minutes and texts and found out Orange provided a service that was ultimately about something bigger - togetherness.

Results: Orange managed to stay number one in both in business and brand perception by creating stories of real engagement and by making Millidge and Doig friendship part of Romanian culture.