Cannes Lions
ORANGE, Arcueil / ORANGE / 2018
Overview
Entries
Credits
Description
Somewhere between reality TV and a documentary, the programme introduces a character, who learns about the daily working lives of Orange employees. 10 unique and largely unknown jobs all over France are highlighted in this authentic Web series.
The story is based on the adventures of an incompetent and unreliable intern as a way of making the employees shine brighter, showcasing their professionalism and expertise.
To make the experience really fun, a touch of improvisation and surprise has been added: not revealing that the intern is Grégory Guillotin, the king of candid camera on YouTube.
Execution
To guarantee the success of the Web series, we have worked with Grégory on two further versions of "Super Intern". Short episodes (- 5 mins) posted by the brand each week in the form of a Web series. Long episodes (+ 10 mins) posted by Greg on his channel and social media networks. These 2 versions have allowed us to reach an additional audience, and to benefit from Greg's notoriety and subscribers, while also generating a vast number of earned views. At the same time, to broadcast the episodes in a way that targets those who do not know him yet.
Outcome
As a whole, the series currently has more than 26M million views, of which 21 million are earned views. The media accounts for only 5 million of these views. It generated 500K likes and 18k comments.
The long episodes have between 35 000 and 100 000 likes on the YouTube channel and thousands of positive comments. An Orange advert in general hits around fifty likes and twenty comments on the Orange brand channel.
On Greg Guillotin Youtube channel each episode has more than 1 million views and goes until 2,5 million views without any media.
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