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Orange Wishes - The background

At the end of every year, Orange provides it's employees and COMEX members with a greeting card to send to their corporate commercial contacts.

This year the card needs to do more than just send New Year greetings from Orange - it also needs to communicate the evolved strategic intent, Essentials 2020, showcase the refreshed brand and demonstrate the integral ethos of Listening and Responding.

The printed card and digital offering need to dovetail creatively.

The creative challenge

We want the senders to feel delighted to be able to send out such an engaging New Year's Greeting card that showcases such a positive brand greeting and message and feel proud to work for Orange today.

We want them to feel relieved that it's so easy to use, personalise and send out.

We want the recipients to feel surprised and delighted to have received it, get engaged with the message and go on to share it through social media.

The idea will showcase the Essential frames and Listening & Responding and show we know what matters to people.

Why is Orange Wishes happening now?

At the end of every year, Orange provides its employees and COMEX members with a greeting card to send to their corporate commercial contacts. This year the card needs to do more than just send New Year greetings from Orange - it also needs to communicate the evolved strategic intent, Essentials 2020, showcase the refreshed brand and demonstrate the integral ethos of Listening & Responding. This year is also the first year when all the COMEX members have a Twitter account and Orange can monitor the Orange Wishes campaign from the Social Hub. The printed card and digital offering need to dovetail creatively.

What do Hiveworks propose?

Hiveworks propose a greeting card mechanic that brings the spirit of new year wishes to life in a modern way, combining printed media with an online experience. An idea born of traditional Taiwanese sky lanterns, 'Orange Wishes' is a new and unique way to send Happy New Year wishes to other people using printed lanterns as cards and digital lanterns as information carriers through a virtual online landscape.

Why Orange 'wishes'?

Orange Wishes is a modern take on the spirit of new year wishes.

Wishes [Noun]
An expression of a kindly or courteous nature.
We send one's best wishes.

We have three types of audience to impress

1. The Orange Wishes lantern card senders - COMEX members and Orange employees.

- COMEX member will be able to send a printed lantern card and also a digital version of that lantern.
- Orange employees will be able to send their own digital lantern card to their other contacts.

2. The Orange Wishes lantern card receivers.

- The contacts of the COMEX members, such as journalists, politicians, shareholders and other partners will receive a printed lantern card but will only be able to send their own digital lantern card to their other contacts.
- The contacts of the Orange employees will receive a digital lantern and will be able to send their own digital lantern card to their other contacts.

3. The wider world - through social media, emails and word of mouth.

- Everyone outside of Orange employees are welcome to take part.

Why do Hiveworks propose this?

We want the senders to feel delighted to be able to send out such an engaging New Year's greeting card that showcases such a positive brand greeting and message and feel proud to work for Orange today. We want them to feel relieved that it's so easy to use, personalise and send out. We want the recipients to feel surprised and delighted to have received it, get engaged with the message and go on to share it through social media. The idea will feature the Essential frames and Listening & Responding showing we know what matters to people.

Why does Orange Wishes work well as a solution?

Traditionally, exchanging good wishes at this time of year has always been a viral exercise. Receiving best wishes makes people's day. Sending a printed paper card was and still is as rewarding as receiving one. Let's call this the spirit of new year wishes.

The 3 pillars of a Happy New Year wish

1. What you say
The content / The message

2. How you say it
The media / Text, image, sound

3. How it is delivered
The medium / The vessel

Every single Orange Wish enables you to do two things in one action

1. Sending wishes (Wish mechanism)
2. Launching lanterns (Digital lantern gamification)

This is the attraction for a wider audience. This is what they are going to get out of Orange Wishes:

1. Wish mechanism - Practical value
- Personal
- Private
- Intimate

2. Digital lantern gamification - Emotional value
- General
- Public
- Formal

The social aspect of Orange Wishes

Orange Wishes is a social experiment as much as it is a mechanism for delivering New Year wishes. An audience may ask themselves, what is the life/journey/destiny of my wish carrier (Orange Wishes lantern)?

Orange Wishes have the 3 elements of 'virality' i.e. It has all the characteristics required to 'go viral'

1. Practically useful
2. Positive content
3. Evokes emotion

1. Orange Wishes has practical value

- Ease of use
- Speed
- Viability
- Efficient

2. Orange Wishes is positive content

- Looks fun
- Self expression
- Personalisation
- Artistic & Creative
- Strong
- Engaging

3. Orange Wishes has emotional value

- Awe
- Joy
- Surprise
- Inspiring
- Fun
- Novelty
- Theatre
- Light-hearted

The Orange Wishes competition mechanic

1. Launch a digital lantern in a virtual landscape from anywhere on planet earth. This virtual map will represent the exact weather conditions in each part of the planet. The weather will affect the flight of each and every digital lantern.
2. Using Facebook and Twitter to tell your friends about your launched lantern.
3. Ask them to retweet and repost your lantern's unique URL so that your lantern gets extra fuel.
4. Each extra tweet/post gives a lantern extra metres of fuel boosting it's trajectory upwards.
5. Winning lantern criteria: Longest distance travelled across Terra Firma
6. Prize: A balloon ride against the life of your Orange Wish lantern. Orange will confirm the chosen prizes.

Potentially winning a prize of a hot air balloon ride is worth sharing the competition aspect with friends.

Why would anyone take part in Orange Wishes?

Orange Wishes is compelling and worth sharing with friends. How long can a digital lantern stay airborne? In the mind of a cold prospect, this fun way of sending New Year wishes is potentially more rewarding than receiving them, should they win the prize. It is the audience's motivation to take part.

Where will your wish take you?




© 2001 - 2016 Stuart J Wilson