UnOrange

Creative idea

Telekom uses music events to connect to millennials. But Untold, one of the biggest music festivals in Europe, is sponsored by Orange. To highjack the conversation, we offered something invaluable: free accommodation during the festival. We transformed the flagship store and several rooms into a hotel. To promote this we created an app that detected any Orange ad and transformed it into a Telekom ad. We asked people to scan them using their phone’s camera to win their accommodation. We introduced the app using TV, outdoor and banners, all placed next to Orange ads. +100.000 people used the app and Telekom’s Untold Association was %300 higher than Orange’s.

Brand name: Telekom
Advertiser / client: Telekom Romania
Product / service: mobile services
Campaign name: Scan Orange, win magenta
Agency network: LEO BURNETT
Agency: Leo Burnett Bucharest
Additional company: Telekom Romania
Production company: StudioSet
Web address: https://www.netliberare.ro/scaneaza/
Executive creative director: Ali Bati
Creative director: Alin Marghidanu
Art director: Silvana Frinculescu
Copywriter: Miruna Potop
Account director (agency): Mihai Lucanu; Laura Moisa; Maria Ilea
Client account director: Ruxandra Rau; Stefania Rusu
Media director: Ciprian Postelnicu
Managing director: Diana Alexa
Strategic planner / strategist: Victor Stroe
Senior planner: Corina Bratu
Film production: StudioSet
Director: Florin Ivan
Director of photography: Dan Petru
Music: Stefan Crisan
Agency producer: Alexandru Zlavog
Post production: StudioSet
Post production producer: Claudiu Trif
Digital strategist: Maria Zvinca
Digital creative: Andreea Mantescu
Additional company: Dan Frinculescu - contributor creative director