A few weeks ago, Clilly had the chance to bring AudienceGames to Royal Albert Hall for the Orange RockCorps concert. We played opening act to Busta Rhymes, the Guillemots, John Legend, Feeder and others. Overall, it was a pretty cool gig for us.
What BEL wanted to achieve, aside from creating a fun environment, was to see if the technology compelled people to play, which it did, said Castiglia. "So that was a real win on our part. And it was nice to see that even in such a large environment, the technology still resonated because the screen allowed everybody to feel like they were a part of the experience," she said.
Jodie Fisher, account director at M&C Saatchi, which worked on the project on behalf of Orange, emphasized the carrier's new brand vision launched earlier this year in several markets, "Together we can do more." The positioning was "born from the insight that people can achieve more working together than they can on their own," said Fisher.
The agency was challenged to make the brand live and breathe through sponsorship, to underscore to Orange customers what the brand represents. "Sponsorship is a good way to bring the brand vision to life, because it often involves experiences where people come together and can actually provide a real proof point for that vision. The human joystick exemplifies what 'Together we can do more' stands for," Fisher said.
Link: Orange Involves Concertgoers.
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