In 2008, we launched the Orange RockCorps platform in the UK. It was the social-impact foundation for Orange’s new community-oriented brand positioning ‘together we can do more’. In 2009, the French program was added (Orange’s home market), and in 2010, 13,000 people earned their ticket to see Rihanna in Tel Aviv.
We produced 20 Orange RockCorps concerts in eight cities, featuring head-line artists including Pharrell, Lady Gaga, Nas, Snoop Dogg, Mark Ronson and Diddy; the artists also worked at a project.
Ranging in size from 50 to 600 people, the turn-key projects delivered real impact throughout marginalized communities. In addition to live entertainment or a DJ, the projects integrated award winning brand partner activations. In the concert city, as well as in remote office locations, custom employee projects were created for brand and broadcast partners.
Across the three territories, between 2008 and 2014, over 100,000 people volunteered four hours at an Orange RockCorps project.