Orange wanted to stand out during the Christmas period, and wanted to differentiate itself from other billboards. That’s why Orange made the biggest billboard Belgium had ever seen. The billboard was 100x30 meters big and was made out of wrapping paper, created by a Belgian top designer. The billboard was installed on the front side of the tallest building in Antwerp, right in the heart of the shopping district. Underneath the billboard, Orange created a pop-up shop where shoppers could have their gifts wrapped with a piece of the gigantic wrapping paper. This idea, which stimulated people to pass by, freely proved the brand promise : ‘It’s all about what matters to you.’ During the Christmas holidays, while people are exchanging gifts with their loved ones, Orange could really find itself in the homes of people

A well-known design studio made a unique Orange-branded design on weatherproof fabric that withstands rain, snow and strong winds. In order to get the billboard hung up on the side of Antwerps’ tallest building, a team of 6 alpinists took 12 hours to get everything in place.

At the bottom of the building, the billboard was used to wrap gifts in the pop-up shop of Orange. Free of charge, and for anyone who wanted.

As it had never been done before the biggest billboard Belgium had ever seen received a lot of press attention.

Four weeks after the launch, at the ending of the billboard campaign, more than 1.000.00

0 people had seen the billboard. Furthermore, it received a lot of press attention.

The gigantic billboard was seen by over 1 million people, covered by the national press and found underneath the Christmas tree as it was used to wrap 2100 gifts in Orange-branded wrapping paper. These 2100 gifts were of course also given to somebody afterwards, most probably in the presence of family, which extended the reach of this action once more. Other than that, the biggest billboard of Belgium also got a lot of press coverage in national and regional media.

The billboard proved the brand promise, being all about what matters to you. It created the experience to be able to wrap your gifts in a unique piece of designer wrapping paper that was made out of a piece of the biggest billboard ever seen in Belgium. This allowed people to talk about the brand while they are opening their Christmas presents.