The Success Formula of a Dynamic Entrepreneur Revealed & Exposed!

It is very rare to find a creative radio campaign or idea that truly sell. However, we managed to unearth one campaign that does according to “Orange”. Take a look at the extracted brief below,

Campaign: “Orange Static Interference”

Agency Brief: To communictae the launch of a new prpduct called “My 5 from Orange”, which lets you choose 5 friends, and call them at avery low rate (think our M1 and Singtel launched a similar plan 3-4 yrs ago)

So, you can both make and receive many more calls.

A 21st century insight:

Everyone looks at their mobile phone when they hear the static noise that sounds right before a call.

Idea:

Get the audience to look at their mobile phones and realise that no one was calling them. This, to communicate that with “My 5 from Orange” they’ll receive more calls and their phone won’t stop ringing.

They recorded the static noise of mobile phones and used it on the radio.

They bought “radio mentions” (ad spaces that air during the radio station’s musical programming) and we put our static ad there, over the music.

Logically, everybody listens to the radio close to a speaker or headphone and that guaranteed that everyone would think that it was their own phone’s static interference.

And people hate it when calls don’t come.

So they created the perfect situtation to tell them that with our product they’d receive more calls.

Results:

2 weeks later, “My 5 from Orange” sales had increased 21% (It could be improved if they could tracked the sales was triggered directly by this ads at the transaction points).

Because their static ad was disguised and did not seem to be advertising, they avioded rejection. In this unexpected and surprising way, they achieved 25% more reach.

Example: (Listening to the radio station’s musical programming)

SFX: You hear static interference

V.O: “Hey! Why are you looking at your phone? No one’s calling you. But maybe if you had “My 5 from Orange” your phone will start ringing for real.

Because for just 3 cents a min, you can make calls and get calls from 5 of your friends. Find out more at orange.es”