Orange lets us see the light
Publicis has launched an internal campaign for Orange to get employees involved in a new brand campaign. They are now making Orange shine with their dancing, cooking and juggling.
The communications company Orange does not focus primarily on technical matters such as networks and price plans, but on humanity. Consequently, it also places its employees at the forefront of its communications - the people who fulfill the Orange promise every day and whose passion it is to give something back to their customers from person to person and make their lives easier with small acts of kindness. This attitude is summarized in the claim: "Care changes with Orange. Today changes with Orange." To prove how serious Orange is about this promise, the campaign created by Publicis does not use actors, but real Orange employees, as CD Sacha Moser and strategist Achill Prakash explain.
Internal communication and brand campaign
In an initial phase, Publicis launched an internal campaign to recruit these employees. Under the motto "How orange are you?", CEO Thomas Sieber and three members of management called on people to recommend themselves for a role as a brand ambassador with an individual passion. The call was disseminated via the intranet with online films
and banners, but also with elevator posters and text messages. In parks and squares in Zurich, the selected employees then "gifted" their customers with magical light drawings as symbols of effective extra services and added value, such as the Orange Cine Day. The delicate works of art were created with the support of light artist Michael Bosanko. A TV commercial was created by Simon Cracknell, the photos by George Kavanagh. pan
