Orange X marked another milestone in its strategy of launch promotions to capture the attention of consumers and at the same time transform them into a brand building tool. First it was “Big deals to save a few bucks” and now he presented his mega campaign “Stick by Stick”.
The new campaign is linked to its status as being official sponsor of the Professional Football League (LPF). It was launched this weekend and promises to give away one million pesos for each ball that hits the post and does not end in a goal during more than 70 key League matches until the end of the year.
The launch of the initiative took place at the Pedro Bidegain stadium before Saturday’s match between San Lorenzo and Velezwhen the company He intervened the arches with his markgenerating surprise among the fans with that unexpected action on the field of play.
With the aforementioned promotion, football fans who follow the matches live They can participate in a real-time draw for one million pesos from the Naranja X website every time the ball hits one of the posts or the crossbar.
“In Orange X always We look for new ways to connect with people’s passions and football is one of the biggestWith ‘Stick x Stick’ we wanted to create something different, a proposal that combines suspense with the excitement of each match. We know that the moment when the ball hits the post is one of the most tense and unfortunateand now we’re turning it into an opportunity for fans to also win a stick,” said Julieta López, Head of Brand at Naranja X.
To participate in the campaign It is not necessary to be an Orange X userbut to collect the prize in case of being favored in the draw it will be essential Download the app and open an account, all for free.
About Naranja X’s new promotions strategy, Julieta López explained: “Analyzing the market, we noticed that promotions do not usually have their own narrative and key visual, but rather they are confused with the code of other types of product or institutional communications. We saw here an opportunity to differentiate ourselvescreating not only a common thread but a cohesive identity for the promotional narrative of Naranja X, with a unique tone and visual.”
New marketing to promote and build a brand
The goal is for the promotion to have characteristics that transform it into an effective and memorable brand-building tool.
This is how “Promos al mango para salvar unos mangos” was born. Starting from the insight that people “don’t have a penny” and You need promotions to indulge yourself or make ends meet betterthe protagonists of each piece are some fun, ironic and memorable mangoes, animated in stop motion, which provide a fun and optimistic touch in a complicated economic context in Argentina.
Key dates approaching in the last quarter of the year for promotions are Mother’s Day, Cyber Monday and Christmas. And the company’s goal is to take advantage of promotions to capture the attention of consumers.
“The strategic challenge was Differentiate Orange X in a saturated and competitive market. We were looking for a big idea that was flexible enough to cover all the key dates and promotional excuses of the year, with a consistent, memorable, humorous and light execution, that would resonate with a wide audience and be reflected in the business,” described Nicolás Pimentel, founder of Becoming Mode, who worked with Naranja X on the “Mango promos to save a few mangos” campaign.
“The main KPI of the big idea was to build brand awareness and recognition associated with the Promotions vertical. To measure the impact, the results were compared with the third quarter of 2023 (before the launch of the campaign), seeking to increase the Top Of Mind, awareness and notoriety of the brand,” added the Head of Brand of Naranja X.
The campaign far exceeded business and marketing objectives, increasing revenue and achieving significant improvements in brand awareness and recall, as well as in consumer consideration and trial intent. As a result, more than 80% of those who remember the content associate it with Naranja X promotions, with historic peaks for the brand on YouTube.
The concept It was adapted to various formats, including TV, radio, social media, influencers and digital banners. On X (formerly Twitter), for its part, there was ad hoc content, with a focus on fresh and relevant language for the audience, including hashmoji to personalize the content.
Naranja X has 38 years of experience. It has two development centers, located in Córdoba and Buenos Aires, 150 branches throughout the country and a team of more than 2,800 collaborators. Every month, more than 7 million customers connect with Naranja X through its products and services.
It also has a network of 100,000 small, medium and large businesses that accept Naranja X cards. In addition, it offers payment solutions for thousands of entrepreneurs across the country through Toque, QR, payment link, Cobro Tap and PIX.
Has more than 10 million cards enabled (Credit: Orange X, Orange X Visa, Orange X Mastercard and Orange X American Express. And debit: Orange X Visa).
The average stock of insurance and assistance policies is more than 2 million, and it handles more than $44 billion in loans per month.
Source: Ambito
I am Pierce Boyd, a driven and ambitious professional working in the news industry. I have been writing for 24 Hours Worlds for over five years, specializing in sports section coverage. During my tenure at the publication, I have built an impressive portfolio of articles that has earned me a reputation as an experienced journalist and content creator.
