Orange Beat ya Street/Street Soul Campaign

“Dance is the hidden language of the soul.” -Martha Graham

On June 27, 2013, Orange Telkom Kenya launched a street dancing competition dubbed Orange Beat ya Street (OBYS). Through this dance competition, Orange Telkom sought to reach out to the technology-savvy youth who use large amounts of data in order to create awareness and popularise its internet offering. The campaign was launched during a period when Orange Telkom Kenya as a brand was experiencing a barrage of negative publicity.

The Gina Din Group was charged with the responsibility of publicising Orange Beat ya Street specifically through event management, media relations and social media. We sought to position Orange Telkom as the 'brand for the youth' and highlight Orange data as the fastest, most reliable and most affordable data in the market.

The GDG team successfully coordinated a campaign that brought to life the Orange brand. Over 1,000 people attended the regional concerts and more than 3.6 million Kenyans watched the concert Live on NTV. The show attracted more viewership and generated more conversation online than any other dance TV show. Further, OBYS received a total of 21.9 million impressions, 181,582 clicks and 11,001 likes on Facebook, which became the most preferred social media platform. The PR Value of the entire campaign amounted to Kshs. 98.9 million.
Client
Orange
Role
Media Relations/Event Managment
Year
2013