Orange Goldspots: Getting The A Team for free

Gareth Goodall
Fallon

SUMMARY

It is commonplace for Planning to use strategic skills to solve a business problem or to change the behavior of consumers. This is the story of how planning turned its expertise to the sort of problem we usually don’t get involved in: the cost and complexity of advertising production. Specifically, how to get more bang for less buck.

The Orange ‘Gold Spot’ advertising has successfully asked people to turn off their phone at the cinema for years. We needed to refresh the concept as it ran out of steam but doing anything with Hollywood talent was incredibly complex and costly. How could we take the spots to the next level without dramatically increasing budget?

Planning discovered a way to dramatically increase the wattage of the Hollywood A List talent we were able to attract whilst reducing production costs.