Talking Point was designed as a place where people could let Orange (and the rest of the online world) know how they felt about things.

The site launched asking people how they felt when their phones were On or Off - basically acting as a destination for the conversations that an above the line campaign had started.

The challenge was to create a place where people could express themselves in a simple, guided way. We were conscious that lots of things that ask people to contribute often feel dominated by a vocal minority and 'normal' people feel scared about joining in.

We didn't want that. So we created a multi-layered way for people to get involved, to encourage the quiet people to speak up too. It could be as simple clicking on a word to show you agree with it, through to full-on conversations in the background, depending on whether you could be bothered or not.

Each debate ended with Orange as an organisation actually committing to perform an action based on the conversation that had taken place. Very important - actions speak louder than words.

The site was a great success. Interaction and involvement rates were exceptional.

Moderated brilliantly (and very quickly) by the guys at Tempero.