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Top 6: April 15th 2009
Interactive

Orange: Lights On/Lights Off

Top 6: April 15th 2009
Orange wanted to launch "Orange Time," its new paying entertainment and movies portal via the internet and to prove to surfers that watching a movie on the internet is just as good as watching one at the cinema.Using the insight that when lights go out in the cinema it's the signal that puts us in the mood, Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv created a site that opens only if you switch off the lights in the room. Physically. Literally.The secret was the combination of the computer webcam and a unique technology that analyzes the variations in the light's intensity. Once surfers activated the site, clicking on the trailers redirected them to the full-length screening page on the Orange portal.In one month, Orange became the #1 VOD portal in the country.During the campaign there was a 50% increase in visits to the site.
Credits Other credits

Supervisor: Amichay Kattan

Account Executive: Rona Rozental

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