Feature

IPA Effectiveness Awards 2010: Bronze Award - Orange

Title: Pistemap: how skiing inspired transformation in digital marketing for Orange

Client: Orange

Entrant: i-level

Author: Martin Lawson, i-level

Contributing authors: Jeremy Morris, Helen Thomson, Orange; Jon Fox, Steven Ray, Mark Creighton, i-level

Credited company: Digital media agency: i-level

Media used: Interactive, online display, search

IN A NUTSHELL

This campaign used innovative digital techniques to optimise an Orange customer's online journey, resulting in an increase in the effectiveness of digital, and a payback of £4.20 per every £1 spent.

SUMMARY

Digital media are usually assessed according to "last click wins" measures, but i-level and Orange felt these ways were inaccurate since most online journeys comprise multiple events. They identified, and capitalised upon, an opportunity to increase the effectiveness of digital by understanding how consumers behave over the entire online experience. Pistemap, an investment tool, was developed to optimise Orange's online customer journey data, applying it across a range of digital media channels. As a result, annual costs were reduced by more than £3 million, and profits grew by £0.9 million. The payback amounted to £4.20 per every £1 spent.

JUDGE'S COMMENT

This work provides a great deal of new learning on an otherwise understated topic. With this digital tool, Orange was able to fully understand a customer's online journey.

Lord Burns, chairman, Channel 4 and Santander UK; chairman of judges.

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