'Orange Sponsors You' Euro 2016 Campaign Sees Zidane Seek World's Best Fans

UEFA telecoms partner Orange is focusing on the fans for its Euro 2016 sponsorship with a campaign built around the message ‘Orange Sponsors You’.

The integrated campaign, which is fronted by French soccer legend and Real Madrid manager Zinédine Zidane, is led by an umbrella, 100-second central film focusing on celebrating and generating fan passion which comes in both in both French and English language versions.

Launched in mid April, the multi-market commercial spearheads a campaign that sees Zidane help Orange select the ‘world’s ultimate fans’ as part of the telecoms brand’s global campaign.

Zidane is sending ‘scouts’ out to scour the globe in order to help Orange identify the planet’s biggets fans.

The TV spot is supported by online and social assets – including a ‘Making Of’ web film.

The ad executions drive viewers to the campaign’s digital hub at www.OrangeSponsorsYou.com – which also includes an immersive 360º version of the launch film.

Across 28 different markets Orange’s activation will put fans centre-stage across its UEFA and its own brand media channels offering supporters a chance to win merchandise and other tournament/brand-relevant prizes.

While Orange customers themselves will get ‘star treatment’ in the form of a full package of special Euro 2016 rewards and local commercial offers

In Total Orange is offering 3,000 match tickets to fans as art of the initiative that also features no less than 200 VIP experiences for fans to attend warm-up games in host nation France.

Orange also plans to bring 20 grand prize winners to watch the final at the Stade de France.

An additional, fan-focused strand of the campaign sees supporters using the #OrangeSponsorsYou hashtag on social media being able to determine how France’s iconic Eiffel Tower plays its part in the Euro 2016 celebrations.

Plus, further fan activity will include a ‘fan of the match’ strand which will see Orange choosing the fan who has stood out the most in the crowd at each Euro 2016 match.

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Orange says it is seeking to take a different approach by focusing on the fans as most other ‘big brands focus on star players’.

Although co Euro 2016 sponsor Coca-Cola is also rolling out a tournament activation programme that trumpets putting fans at the centre of the campaign.

(Although Orange has the edge of Coke in terms of ticket giveaway volume, with the France Telecom’s mobile network offering fans 3000 match tickets compared to Coke’s 2000).

It’ll be interesting to see how Orange uses the host nation’s most globally famous landmark, the Eiffel Tower, in its campaign – perhaps it could have echoes of recent UK campaigns using the Wembley Arch such as EE’s kids coding educational initiative ‘Light The Arch’ (see case study)?

and Capital One’s ‘Own The Arch’ supporter social competition at the League Cup Final (see case study)?

The 2016 campaign follows on from Orange’s Euro 2012 fan-led activation – which included its ‘Supporters Cup Shake & Shout mobile fan app (see previous case study),

although with this year’s tournament being hosted in the brand’s home country it takes on an added importance.

‘UEFA Euro 2016 will be a proud moment for France, and for Orange,’ explains Orange executive vice president for brand and communications Béatrice Mandine.

‘For us, Orange Sponsors You is an opportunity to go beyond badging and connect people with their passions. This is what inspires us and will help us to create a legacy we can celebrate long after the event has taken place.”

Orange has solid credentials in international tournament football partnerships and in addition to its UEFA sponsorship, it was also the title sponsor of the 2015 Africa Cup Of Nations / CAF competition (see case study).

Links

Orange Sponsors You:

www.OrangeSponsorsYou.com

Orange YouTube:

https://www.youtube.com/channel/UCDdBzyuqG1oWoQmf7Ih9isw

Orange Twitter:

https://twitter.com/orange

@orange

Orange Facebook:

https://www.facebook.com/orange

Orange Website:

http://www.orange.com/