Choose the best

Gamned! supports Orange Belgium's entry into programmatic In-game

Telecom

81%

of videos In-game viewed at 100%

0.52%

Average click through rate on display In-game

136

‍sales generated during the Amazon & Always-on campaigns

The context

In search of a

rejuvenated audience

In 2021, Orange Belgium launched its new brand Hey! aimed at younger and digital-savvy audiences. The brand’s new positioning called for a new media strategy: Orange’s target audiences are indeed far removed from traditional media.

With an attention span eleven times longer than display ads, gaming’s impact on brand awareness has not left Orange indifferent. As a result, Orange Belgium chose programmatic In-game to raise awareness among younger audiences in collaboration with Gamned!

The goals

RAISE AWARENESS AMONG MILLENNIALS & GEN Z THROUGH PROGRAMMATIC IN-GAME

A solution defined together

A strategy expanding

Orange's core audiences

Gamned! took on the challenge of running a multi-channel campaign including programmatic in-game to raise awareness among digital-savvy & younger audiences. Meanwhile, complementary programmatic dispositives (video, display) were implemented in order to keep Orange’s core audience engaged and drive sales.

A three-step multi-channel strategy:

Always-on broadcasting: A display strategy focused on driving traffic and conversions on Orange’s website thanks to Xandr’s DSP.

Amazon broadcasting: Targeting on premium programmatic environments exclusive to Amazon’s DSP, thus maximizing coverage and increasing conversion opportunities.

In-game broadcasting: Raising awareness among younger audiences with Gamned’s technological partners (Bidstack, Anzu, Gameloft, AdColony) in 100% in-game environments.

Verdict?

THE SUCCESS OF INNOVATION

A smart complementarity between programmatic formats increasing both awareness and sales generation

Gamned! has successfully managed to expand Orange’s visibility among younger audiences while continuously driving sales among the brand’s core audience.