In May this year Mobistar, one of Belgium’s largest telecom providers, officially changed its name to Orange. To raise awareness about this name change a special out of home campaign was created. After 19 years of providing telecom service to all Belgians, we thought of a way of serving them one last time. Orange’s promise after all is: to be closer to the customer. In the transition campaign (which was immediately followed by the launch campaign) we already kept our promise.

The ultimate goal was to get people to visit the challenge website. Every banner, TV ad or Facebook-ad had as main purpose to generate traffic to this website. The Banner ads, TV ads and poster ads started on 03/06 and ended the 20th. This was called the Ramp-up period. The campaign consisted of two television spots, banners, fb-ads, a website and three 36m² panels (of which one had the real letters).