Orange - ORANGE LOVE + HBO
Campaign: ORANGE LOVE + HBO
Brand: ORANGE
Client: Orange România
Lead Agency: Publicis România
Contributing Agency: Initiative România
Public Case Summary:
Orange was the youngest challenger in a new convergence category, for which it had no expertise.
In this context, Orange launched an HBO limited time offer with the ambition to become the 2nd most powerful brand in convergence in 7 weeks.
We decided to focus the entire campaign on the upcoming launch of Game of Thrones’ last season. As the show was turning the whole world into one big living room, this was the insight at the core of the campaign which leveraged all the manifestations of the GoT culture.
Team: Daniel Raicea, Deputy Director & Head of Orange Division - Publicis Romania // Andreea Corbos, Account Manager - Initiative Romania // Silviu Nedelschi, Executive Creative Director - Publicis Romania // Valentina Chirica, Media Planner - Initiative Romania // Alina Vija, Senior Client Manager - Publicis Romania // Mirela Bosoi – Head of Brand and Communication Orange Romania // Crina Chiru – Head of Convergence and B2B Orange Romania // Anca Stancov, Head of Media - Orange Romania // Nicoleta Stanciu, Communication Specialist - Orange Romania // Albertina Coacci, Senior Copywriter - Publicis Romania // Loredana Jucan, Communication Specialist - Orange Romania // Mircea Craciun, Copywriter - Publicis Romania // Cristian Anton, Senior Art Director - Publicis Romania // Camelia Efrimov, AV Production Director - Publicis Romania // Marius Farcasanu, Digital Art Director - Publicis Romania // Cosmin Anghel, Copywriter - Publicis Romania // Elis Iaia, Head of Digital Strategy - Publicis Romania.
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