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Orange - Balloonacy

Award: Graphite Pencil

Graphite Pencil / Direct / Digital / 2009

We knew there were going to be lovely animal-shaped balloons around because they were in the TV ads. We can't see how we could have done anything other than set up a balloon race across the internet. The thing that got us really excited was creating a complex and mutually beneficial relationship between sites, players and Orange, something fun for racers, yet rewarding for site-owners. We built a bespoke ‘ad-serving’ environment, managing relational data between each individual balloon and the sites. The reward: 40,000 balloons, 3,000 sites and 3.2million free exposures to Orange through the race itself.

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