'The world's first race across the internet'

The brief was to communicate information about Orange tariffs to easily distracted, digitally savvy 16-24-year-olds. So Poke created the world's first balloon race across the Internet. 1000's of brands signed up to add their sites to the track, effectively paying for all the media Orange would ever need and covering production costs.

Dry product information became a rich, immersive and truly unique gaming experience. Racers had to complete Orange value-led challenges to get ahead. As well as communicating the 'Orange extras' stories, these challenges awarded racers with badges that they could brag about in their social networks.

The reward: 40,000 balloons, 3,000 sites and 3.2million free exposures to Orange through the race itself.

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