Our Work - Case Studies

Our task was to develop a modern ‘needs and interest’ - based communication strategy for youth. One that was isolated from the mainstream brand, yet still consistent with Orange’s original pioneering spirit. Music is part of our target’s lives, so we combined music with broadcast interactivity to build a communication property for Orange.
The gateway to the world of digital broadcast is the Electronic Programme Guide (EPG). It is the 4th most viewed ‘channel’ on Digital TV (DTV). Our coup was to find a way of getting the Orange brand featured on the EPG.
We developed an integrated partnership with EMAP using its DTV Music channels, including brands like Kiss, Kerrang! and Q. As consumers searched the music section of the EPG they were unable to miss Orange. When they switched from the EPG to ‘stream’ a chosen channel, Orange featured on the ‘splash screen’ too. EMAP also operates radio music channels under the same brands as TV. Orange branding was carried over into all radio channels, and consumers could interact and enter a competition to win a new ‘Orange Music Player’.
Independent research showed the power of the new communication strategy. Spontaneous awareness rose, but it was in the association with music and increased purchase consideration where the campaign really paid out:

	Pre Campaign	Post Campaign
Associate 'Orange' with Music	11%	25%
Associate '3' with music	29%	27%

Source: Clark Chapman Research