Publicis: Disturbedly brilliant campaign for Orange Young
Orange wants to expand its market share among young people aged 16 to 27 with a subscription plan tailored specifically to this target group: Orange Young. Publicis developed the campaign for this initiative.
The result is a campaign that runs under the slogan "Orange Young. The disruptively ingenious subscription for everyone up to 27" is running on various channels. In the headlines, Publicis speaks the language of the young: "Your mother is too old for it, your father can no longer afford it, your boss can't get one, and Pia thinks it's really cool," it says. One of the boys' means of expression is also used visually: the splash that is created when someone throws a paint bag at the wall. This splash comes in two colors: orange for the Post Pay offer and white for Pre Pay.
The campaign for Orange Young is running on posters, in advertisements and on special covers, on the radio, on social media platforms, at the POS and on Orange.ch/young on the web. Orange is also taking on a pioneering role, including the Kooaba app in a national telecommunications campaign for the first time in Switzerland.
Responsible at Orange: Andrea Rutishauser (Director Marketing Communications), Martin Zehnder (Advertising Manager), Caroline Spörri (Project Manager Communication), Sabine Kuszli (Online & Customer Communication Manager), Jiri Kral (Online Project Manager), Sven Jasper (POS & Trade Manager). Responsible at Publicis: Peter Rettinghausen (Creative Director) Grischa Rubinick (Senior Art Director) Nicolo Giunta (Graphics), Cyrill Wirz (Text) Achill Prakash (Planning), Gabriel Bodmer, Monika Leu, Michael Ottinger and Alexandra Stojanovic (Consulting). Responsible at Mediaxis-MPG: Thomas Koller. Responsible at Webguerillas Munich: Martin Wittmann (Managing Director), Christian Caroli (Creative Director). Responsible at BlueSpirit: Susan Bosshard, Nicole Stricker (Consulting), Enrico Bachmann (Creative Director), Florian Bosshard (Art Director), Peter Bietenholz (Text).
