All you need is love… and karaoke
Orange has just opened a shop on Colón street in Valencia. And it isn’t just another shop, it is quite the referential forerunner for the brand. For this, Orange has counted on Publips-Serviceplan for a series of initiatives to generate brand visibility and traffic to the shop, within the concept of “All you need is love”, of their principal agency.
For that, a team on bicycles have ridden to hot points of the city over the Fallas celebrations to encourage people to sing All You Need is Love and to inform them of the new opening, as well as to connect with the Valencian people. Each day, the entertainers rode a distance of 25 kilometres without going any further than the city’s perimeter and gave out 5,000 flyers. We calculated that our karaoke team sung “All you need is love” around 300 times per day…
In addition, the day after the inauguration, the journalist Ximo Rovira moved his 97.7 radio station team to record the program “Open Valencia” (Valencia abierta) from the shop, he carried out interviews with the leaders at Orange and urged Valencian people to visit the shop.