{"id":8276,"date":"2024-08-28T18:54:18","date_gmt":"2024-08-28T18:54:18","guid":{"rendered":"https:\/\/best-of-gaming.be\/?post_type=case&p=8276"},"modified":"2024-11-25T08:50:34","modified_gmt":"2024-11-25T08:50:34","slug":"orange","status":"publish","type":"case","link":"https:\/\/best-of-gaming.be\/case\/orange\/","title":{"rendered":"Orange by Havas & Azerion"},"content":{"rendered":"\t\t
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Orange by Havas & Azerion<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tDiscover more cases<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Best practices<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Best of Gaming<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Title<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Team Belgium in Paris<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Categories<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\tBest of Gaming<\/span>, Telco<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/header>\n\t\t
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Objective Campaign<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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The primary objective is to rally support for the Belgian team participating in the
Olympics. The campaign aims to foster national pride and encourage fans to
support their athletes all the way to Paris.<\/p>

By associating with the Olympics Orange enhances its exposure, and<\/span><\/p>

strengthens its image by supporting Belgian athletes. Developing this thematic led the brand to consider sports-gaming contexts as a way to extend the Olympic support in a relevant digital universe.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Media Characteristics<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Online campaign featuring in-game display bannering, with a contextual targeting on sports casual games.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Campaign Message<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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“So that you can cheer for Team Belgium all the way to Paris, we are here. Support the athletes.\u201c<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Reason Best Practice<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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The first \u201cBest practice reason\u201d of this campaign is its relevancy : by exploiting the connection created between the brand and the sports universe through the Olympics\u2019 partnership Orange appears as a \u201cnatural\u201d brand to appear in sports-related games. Gaming is really used as a channel to deploy the brand message and develop a strong narrative.<\/p>

Orange\u2019s choice for in-game advertising is particularly relevant in the case of this branding campaign: compared to traditional medias Ingame ads benefit from an attention time 11 times higher and a 4 times higher memorization time, due to the fact that the ad is viewable during the whole gaming session (which can last up to 2
minutes, depending on the game played).<\/p>

Furthermore, InGame advertising is a way to reach gamers (of course) and \u201cunreachable audiences\u201d (a.k.a young audiences who do not consume linear TV, Radio or press, and who use adblocks when navigating online). Reaching these young and connected audiences seems crucial for a telco brand. Orange will strongly benefit
from this in-game campaign as brands associated with gaming environments get a more positive perception compared to traditional display advertising (as 65% of gamers quote it as their favorite advertising format)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t< Previous case<\/span>Disney by Publicis Groupe & Azerion<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\tNext case ><\/span>Mc Donalds by GumGum<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tGo back to all cases<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/header>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The primary goal : immerse and engage Gen Alpha and late Gen Z in a Coca-Cola\u00ae Zero Sugar Y3000 experience that felt as innovative and forward-thinking as the product itself. <\/p>\n","protected":false},"featured_media":8430,"template":"elementor_header_footer","categories":[1,49],"tags":[],"class_list":["post-8276","case","type-case","status-publish","has-post-thumbnail","hentry","category-best-of-gaming","category-telco"],"acf":[],"yoast_head":"\nOrange by Havas & Azerion - Best of Gaming<\/title>\n<meta name=\"description\" content=\"Natuurpunt: Attract volunteers and new members to be involved to protect nature in Flanders\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/best-of-gaming.be\/case\/orange\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Orange by Havas & Azerion - 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