Bring Orange’s slogan ‘Together we can do more’ to life by actually helping people to do things together.
Working with Publicis in Paris, we created a Facebook tool that makes it easy and fun to achieve things in groups.
Essentially, this was a consumer-friendly ‘project management’ Facebook application. It took advantage of Facebook’s existing network and used its functionality to solve a familiar problem: getting friends to commit to, help with and take responsibility for tasks, whether it’s picking up the timber to build a tree house or bringing a salad to a barbeque.
We created a simple reward system that let organisers publicly thank people for helping. When a project’s completed, the organiser can create a slideshow to celebrate the team and their effort. Its implicit social mechanics inspired new friendships around mutual interests, becoming a ‘meaningful’ gesture that’s now a platform for ongoing interactions.
- Creating ‘advertising’ that is living evidence of a brand promise.
- Helping a brand be truly useful.
- Watching the application find its own audiences (hairdressers, cheerleaders, builders.)
- Hearing the people at Facebook describe it as “exactly the way brands should be approaching applications.”