Case: Orange lights up the Eiffel Tower
Orange’s key business drivers and KPIs allocated to sport sponsorship are brand-focused: brand reach, brand preference, brand advocacy and intention to buy.
This applies to its key markets (France and 6 others countries which took part to Euro football 2016).
Being the number one digital sponsor of the competition, Orange wanted to engage fans from all over Europe with a focus on their 7 markets engaged in the competition and state the brand’s technological values with an activation reflecting this particularity.
To inspire fans to leave their best messages of support for their team, we set up a global Facebook app and a Twitter automatic response that would turn global fans messages into a customized GIF of the Eiffel Tower showing their message displayed on the monument.
Based in France – host country of EURO 2016 – but active in 12 countries throughout Europe, with 6 of them being engaged in the competition, Orange had to deploy a truly global activation, allowing fans from all over Europe to take part to the experience.
By fans, we meant every supporter of one of the 32 teams engaged in the tournament, who cheered for his/her team on Facebook, Twitter or Instagram.
So we set our eyes on the Eiffel Tower...
We all have a selfie with the Eiffel Tower, a picture of us holding the monument between our fingers, a vertigo-video from the 3rd floor…
Long story short, we all know the Eiffel Tower as a content to say to our friends “I was there”.
But what if we use the Eiffel Tower as a medium to express our support for our national team at the heart of the country hosting the EURO2016, and to show to the world that your fellow supporters were all here?
THE CASE
Objectives
Insight
Strategy
Execution
Held from June 10th to July 10th 2016, the social media campaign included:
1. A social listening tool to take into account every message of support mentioning the # of a team engaged in EURO 2016
2. A Facebook app (deployed on 120+ accounts: Orange countries and a selection of Orange store pages in France) and a Twitter automatic reply (deployed on 12 Orange accounts in Europe) to turn messages of support into a customised GIF of the Eiffel Tower showing their message.
3. Every night, the supports of the fans defined the colours of the Eiffel Tower, during the light show offered by Orange.
4. Every night, the best 2 messages from the supporters of the country who lighted up the Eiffel Tower were projected on the monument.
Results
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20,6M messages of support taken into account to light up the Eiffel Tower
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100K personalised GIF of the Eiffel Tower with fans’ message of support
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52% of the tweets mentioning @latoureiffel during EURO 2016 also mentioned an Orange account
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10 different countries lighted up the Eiffel Tower during the competition
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N°1 Digital sponsor of EURO 2016 according to Marketing Week, SocialBakers and Synthesio
We invited fans to post (Facebook, Twitter, Instagram) in support of their national team
We would then light up the Eiffel Tower in the colours of the country that received the most support on social media that day.