Exhausted after a long flight and tough working day? Tired of looking at stock-price charts? Then take a bath and relax in front of your bedroom’s TV set, and amuse yourself flicking though lifestyle magazines or unwinding. When business people have peace of mind they are freer to enjoy their travels and more open to discovery.

We therefore needed to speak to business travellers in travel and leisure mode, by communicating the freedom and reassurance of seamless affordable communications that travelling with Orange brings to the customers. A more clear and compelling message than product feature bombardment.

Through the content-driven solution with NatGeo, Orange saved €3.5M in production costs and achieved cut-through of all media above Ipsos norm, especially print (+207%) and outdoor (+57%). High advertising awareness (84%) and positive impact on Orange image amongst international traveller, whose emotional response included key feelings of confidence and freedom.

Orange could not produce new creative executions during the time they were going through a creative agency pitch. Our big idea was to select National Geographic to generate and produce the creative material themselves from their own assets. Creativity, integration and multi-platform synergies were put in practice through TV, print, online, and airports (carefully identified ‘transit’ spaces). National Geographic had never previously offered their images to third parties and traded them on a commercial basis.

Orange business target segmentation, qualitative research and EMS (European Media Survey) gave us insights into how these people run their lives and media consumption: as business people in business mode, business people in travel mode and business people in leisure mode. We understood that to communicate the benefits of roaming on Orange we needed to make them Enjoy, Relax and Explore, triggering a rational and emotional consumer reaction to the brand.