Orange's 'I am' campaign...
I think the core idea ('I am the sum of my experiences') and how that translates into how more and more of us are communicating, using services which people like Orange are making available to us is extremely powerful.
It leverages both the conventional way that community/support/experience is experienced by people and the way that a new generation are embracing community, in a lighter, lower commitment but broader way. It's a reflection how people experience each other and content in the Web 2.0 and Web 3.0 world. So the way I see it, it's an idea which has personal and profound meaning to a broad audience of very different people.
If you've not seen it, the ad is here (click the 'I am Everyone' link at the top)
And what I really love is that it's provoking reactions like this (no, I don't think it's fake).
Omaid Hiwaizi
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Reader Comments (1)
I agree about the fascination with consumer relationships, we have just been developing some analyitical methods to pick different behavioural segments out