Brief: Communicate the Christmas charitable intention of Orange
Solution: At Christmas time, Orange decided to support a good thing through the sale of company’s services. For each service purchased, the company donated €0.50 to Orange Foundation for its activities. To be able to donate the highest possible amount, we engaged in this collection the stars featured in Orange Christmas TV spots who challenged the public by charitable online bets. If the public succeeded to raise the amount set by the celebrity, the celebrity had to perform under that bet. The collection of funds turned into a reality show that was co-created by the public. The celebrities indirectly motivated the people to make a purchase. We approached about 50% of the Slovak population by this campaign and generated over 80 media outputs.