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

ORANGE
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.

Fabien Pedica
Group Manager Trade & Digital - Avène
"Comprehensive training from experts. Answers to every question we had and great transparency."
Discover our projects
Carole Ginda
Digital Manager - Electrolux
"An accessible training for all with expert trainers who know how to democratize the jargon of programmatic! "
Discover our projects
Olivier Granda
E-commerce Traffic Acquisition Manager- BUT
"The very first results are already very satisfactory! "
Discover our projects
Stéphanie Catarino
Director E-commerce & Acquisition France - Clarins
"We are thrilled with the results of the campaigns driven by Gamned!"
Discover our projects
Rarès Vidican
Marketing Manager Digital - MACIF
"We had set ourselves very ambitious goals, which we have already achieved in a few months.
Discover our projects
Thomas Majorczyk
Digital Media Buying Manager - Tape à l’Œil
"Gamned's support is a real strength for Tape à l'Œil to recruit new clients".
Discover our projects
Fabien Pedica
Group Manager Trade & Digital - Avène
"Comprehensive training from experts. Answers to every question we had and great transparency."
En lire plus
Carole Ginda
Digital Manager - Electrolux
"An accessible training for all with expert trainers who know how to democratize the jargon of programmatic! "
En lire plus
Olivier Granda
E-commerce Traffic Acquisition Manager- BUT
"The very first results are already very satisfactory! "
En lire plus
Stéphanie Catarino
Director E-commerce & Acquisition France - Clarins
"We are thrilled with the results of the campaigns driven by Gamned!"
En lire plus
Rarès Vidican
Marketing Manager Digital - MACIF
"We had set ourselves very ambitious goals, which we have already achieved in a few months.
En lire plus
Thomas Majorczyk
Digital Media Buying Manager - Tape à l’Œil
"Gamned's support is a real strength for Tape à l'Œil to recruit new clients".
En lire plus

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