Overall campaign ideas

1
Overall campaign ideas
2
campaign launch

• message
• Mobile phone crime is a big problem, Orange is
  concerned and doing something about it

3
some key safety messages

• Keep your phone out of sight in your pocket or
  bag when not in use.
• Never leave your phone unattended (e.g. on a shop
  counter or a bar top).
• Avoid displaying your phone where it is on public
  view, especially if you are not paying complete
  attention to it.
• Mobile phones are designed for life on the move
  but be aware of your immediate surroundings when
  using the phone in public.
• Use the vibrate alert when out so you can choose
  not to answer it if it would be unsafe.
• Many people use their mobile phones at rail or
  tube stations. Thieves know this so be extra
  vigilant be aware of who is around you
  position yourself where you can easily get help
  if you need it and ideally within view of a CCTV
  camera.
• Dont leave your phone on display in an
  unattended car.
• Record your phones IMEI number (find it out by
  typing 06) as this will blacklist and
  immobilise the handset. You must register this
  and your SIM number with your service provider.
• Report a lost or stolen phone to the police and
  your service provider immediately.

4
orange solution 1

• message
• Its dangerous to walk and talk!
• idea
• Online game guide the bozo whos chatting and
  texting on his phone past the obstacles with
  play to win and viral forwarding mechanic
• execution
• Internet viral marketing

5
making it happen

• Similar game to the classic Lemmings
• You guide your character on a journey across a
  city
• Split into 5 levels, with objectives based around
  phone features
• Going to upgrade your phone
• Take a picture of a landmark (something cool)
  with your phone
• Hook up with more friends (with phone calls to
  arrange the meet)
• Video yourself walking beside a celebrity
• Go to an outdoor music event to record a new
  ringtone
• You have to decide what action to take as your
  character comes across obstacles (muggers, cars,
  crossings etc.)
• You are able to (only one at a time)
• Choose whether to answer your phone, and control
  it (silent, vibrate, pick up a case to put it
  in).
• Read and reply to text messages
• Control your character
• The game gets more frantic as you progress
  through the levels

6
what it could look like
7
making it happen

• Viral game
• Viral (send-to-a-friend) mechanic integrated into
  the game - the more people you input, the more
  friends travel around the city with you - so
  youre safer.
• The worse you are at the game - the less points
  you get, and your friends laugh at you
• Hit by a car, you get a ridiculous lump on your
  head, and a plaster cast on your arm
• Get mugged for your phone and you wet yourself
  scared
• Lose your phone, but dont immobilise it - you
  have no money to go to parties
• If you register you get free goodies, and the
  option of being entered into competition to win
  an upgrade phone, or top up cards/voucher/code

8
making it happen

• Viral game promotion
• Game featured on safety site
• Game sent to databases
• Game offered to partner sites to host with
  competition and link to microsite
• Game sent in Orange HTML newsletter
• PR release to announce game live

9
making it happen

• Short film promotion
• Clip sent to opinion formers database
  (Eatmail.TV)
• Clip seeded on key viral channels (such as
  Viralmeister, TTR2, Punchbaby, Lycos Chart)
• Competitions involving Watch and Win on
  mainstream sites if necessary

10
orange solution 2

• message
• Blacklist your phone
• idea
• Immobilising campaign awareness
• Promote existing IMEI campaign
• Blacklisted stickers
• Highly visible stickers for phones to tell
  thieves the phone will be blacklisted
• execution
• Leaflets, stickers

11
for all the above we need

• Micro site
• One stop shop for all key messages and assets for
  campaign
• Allows data capture and campaign measurement
  tracking
• Linked to main Orange website, www.orange.co.uk
• Site content to include
• Viral clips (incl. send to friend function)
• Viral game (incl. high scores table and last
  weeks winner)
• Phone safety messages
• Links to other safety partners
• Comic strip (based on characters in game)
• Press area

12
it could look like