Initiative / Reprise
Orange Finance tracks full consumer journey
Awards: Direct Response / Lead Generation Campaign (Gold)
Orange decided to check the impact of its mobile campaign on visits in shops and its offline sales of promoted services. They searched for a common point between their campaign and measurement of a physical location, delivered by a mobile device. Initiative built a custom attribution model based on geolocation and a list of Orange stores, in which users could apply for a cash loan. Here, mobile was very useful, as they could run a rich media ad with embedded map that shows the nearest Orange Store.
