Cell phone service provider Orange has appointed brand experience agency VWV to develop Orange beat ya Street, a brand-building consumer awareness activation for the Kenyan market.
VWV EMEA CEO
Orange beat ya Street
VWV's solution was the development of OBYS or Orange beat ya Street - essentially a street dance competition that runs in all the four major cities and centres across the country and is flighted on prime time television, winners are selected and go through to compete in a grand finale in
"This was an experientially and digitally driven campaign, supported by a through-the-line advertising campaign. OBYS essentially lives in digital space, the whole experience is designed to promote and position Orange as a brand," says Behan.
Dance-off in each region
Street dance crews uploaded their videos to a digital portal. The public voted for the performances and the top eight crews per city went through to a dance-off in each region. The show was broadcast on NTV on prime time television between
Winners"Additional behind-the-scenes footage was released via the digital platform, as well as on various social media sites like
Behan goes on to say, "We strategically developed opportunities for Orange that allowed them to own their own property that has been exclusively tailored to its business objectives. To the world it may appear as just another amazing activation, but to the Orange target market it's exactly what they're asking for and we have helped Orange give it to them as a specific property."
More than 2,500,000 votes were received for the various dance crews, and handset partners
Orange data usage reportedly went up exponentially during the campaign, proving that the brand-building consumer awareness activation was an enormous success.
All rights reserved.
Most Popular Stories
- AIG to Create 230 Jobs in Charlotte
- 15 Myths That Could Ruin Your Hispanic Ad Campaign
- Russia Says Nyet to Canada North Pole Claim
- Bipartisan Negotiators Reach Modest Budget Agreement
- Justin Bieber Visits Typhoon Victims, Plays Concert
- Senate Dems Move Forward With Obama Nominees
- New Obama Aide to Focus on Climate Change
- Obama Nominee Confirmed for D.C. Appeals Court
- MasterCard to Split Shares, Raise Dividend
- GOP, Dems Strain to Unearth a Modest Budget Pact