Orange: Give and get given

What would you give to see some of the hottest artists and bands around play an exclusive gig? £100? £200? £300? What about four hours of your time? That was the revolutionary thinking behind Orange RockCorps.

Orange wanted a music platform that supported their brand vision ‘together we can do more.’ They partnered with RockCorps, a unique volunteering initiative from the US that enabled Orange to speak to its young target audience in a new and engaging way, while enhancing the brand’s existing music credentials.

Orange RockCorps nurtured a culture of volunteerism, inspiring people to come together to make a difference. Tickets to a one-off concert at London’s Royal Albert Hall, Manchester’s Apollo or the Zenith in Paris, could not be bought or won. They had to be earned by completing four hours of volunteer work at a local Orange RockCorps project.

We helped Orange activate this brand partnership in-venue and at the volunteer projects themselves. We created instantaneous rewards such as a USM wristband containing artist interviews, performance footage shot throughout the night and backstage tours – given to each of the 10,000 music fans that attended. Arnold KLP conceived the idea and designed the flash animated dashboard that held all of the content from RockCorps.