CATEGORY:Telecoms/ Mobile
REGION:France
DATE:Nov 2008 - Dec 2007
Orange wanted to increase the number of customers watching football matches on their mobile phone on Orange TV with the launch of Orange Ligue 1, a service that made the main French football championships available on mobile.
Orange selected French iconic rugby player Sebastien Chabal to star in an interactive campaign. Visitors to a site, http://www.chabal-le-duel.com/, could sign up their friends or themselves, entering in their name, address and mobile number. The webuser then receives a phone call on his mobile when he is looking at a video of Chabal preparing to kick a football into goal. The voice at the end of the phone is Chabal himself, asking them where to kick the football. They can pick one of several locations on the goal to aim for and must press a corresponding mobile phone key to instruct Chabal to shoot. When he shoots he gets a goal and then Chabal lifts his shirt to reveal the name of the webs user written on his under shirt, saying “This goal is dedicated for X”.
At the end, the person is asked whether they are a customer or not and can then apply for the offer from Orange.In 10 days, with no advertising, Orange had 1 million unique visitors on the web site.
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