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.
By associating with the Olympics Orange enhances its exposure, and
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.
Online campaign featuring in-game display bannering, with a contextual targeting on sports casual games.
“So that you can cheer for Team Belgium all the way to Paris, we are here. Support the athletes.“
The first “Best practice reason” of this campaign is its relevancy : by exploiting the connection created between the brand and the sports universe through the Olympics’ partnership Orange appears as a “natural” brand to appear in sports-related games. Gaming is really used as a channel to deploy the brand message and develop a strong narrative.
Orange’s 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).
Furthermore, InGame advertising is a way to reach gamers (of course) and “unreachable audiences” (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)
