ORANGE _WORLD CUP 2018
15 million Lions
15 millions de Lions
After their epic success in 2002, the Lions of Teranga are taking part in their 2nd FIFA World Cup in 2018. Orange, the Lions' number 1 sponsor, had to win the advertisers' match by scoring an unforgettable goal. To win, the brand innovated with Senegal's first communication campaign entirely co-created with Lions fans.
A three phases campaign that enabled the brand to transmit thousands of cheers to the team while following them before and during the competition.
A three phases campaign that enabled the brand to transmit thousands of cheers to the team while following them before and during the competition.
Phase 1 The mobilization
Orange recruitment organized a nationwide, multi-media mobilization to collect and transmit messages of support from the 15 million Lions fans.
How was this achieved?
- by encouraging them to visit the Smart Store for 3 days, where a video/photo system was waiting for them to record their messages.
- on the Internet, with the creation of a dedicated platform https://messages.15millionsdelions.sn on which they could post videos, music, photos, texts and even emojis specially designed for the occasion, in honor of the Lions.
How was this achieved?
- by encouraging them to visit the Smart Store for 3 days, where a video/photo system was waiting for them to record their messages.
- on the Internet, with the creation of a dedicated platform https://messages.15millionsdelions.sn on which they could post videos, music, photos, texts and even emojis specially designed for the occasion, in honor of the Lions.
Phase 2 The Lions support campaign
It was the fervor of the fans that provided the material for the second phase of the communication campaign. Outdoors and a film 100% made with real fans who spontaneously came to be filmed and photographed : This revelation is the official kick-off to the Russian campaign. A real surprise for Sadio Madié and his team.
It was the fervor of the fans that provided the material for the second phase of the communication campaign. Outdoors and a film 100% made with real fans who spontaneously came to be filmed and photographed : This revelation is the official kick-off to the Russian campaign. A real surprise for Sadio Madié and his team.