Cases Overview

Orange and Radja Nainggolan cross borders

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Services

Together with Orange, Radja Nainggolan did the best he can to support the Red Devils in Russia. The telecom operator launched a social campaign to promote the Orange Unlimited subscription. With Orange Unlimited, also known as 'De Arend'- subscription, users had access to unlimited mobile data, call minutes and free text messages, even abroad. In this way, Belgian football fans could enjoy everything the World Cup had to offer wherever and whenever they wanted.

To reinforce the campaign, Orange joined forces with the top footballer and Belgian cult hero who, for tactical reasons, had to look for other ways to support his teammates. This resulted in a series of funny videos, for example, a video in which Radja was preparing for his version of the Brabançonne. With Radja spreading the word on his owned media - with over 2.1 million global views and press resonance from Belgium over Italy to Asia - the campaign was a blast and an amusing way of emphasising a positive image for the athlete.

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