Orange launches street dance competition

Orange, has launched a three-month street dance competition as the company continues to actively engage with the youth bracket of its target market. 
The competition, dubbed Orange Beat Ya Street, will start in July this year, with regional auditions and dance competitions in Nairobi, Mombasa, Kisumu and Thika as the penultimate stage. The finale will be staged in Nairobi on September 28, 2013. The winning team will receive KSh 5 million in prize money and a chance to participate in international beat battle in 2014.  

Orange Beat Ya Street is the second phase of the company’s ‘Opportunity Changes with Orange’ Internet themed campaign. Kenyan javelin thrower, Julius Yego, personified the first phase of the campaign, demonstrating a great Kenyan story of opportunity enhanced by the Internet.
“The second phase of this campaign goes to the street, searching for that budding dance crew that is looking for its breakthrough. Orange is creating that opportunity for them; Orange Beat Ya Street showcases their talent. All they have to do is upload their dance video onto the competition website. The public vote will determine their entry into the competition,” says Chief Corporate Communications Officer, Ms. Maureen Sande.

The youth bracket – 18 to 35 years – is a population segment that is always connected to the Internet and one that accesses social media platforms, streams and downloads music videos through multiple smart devices.

To better meet the need for an affordable data offering on the go, Orange has introduced a smaller data bundle into the market – the 20 MB data bundle that will retail at KSh 20. The 50 MB and 100 MB data bundles will also be sold at reduced prices of KSh 50 and KSh 120 respectively. The company will also reward its customers with a 100 percent bonus for every mobile data bundle they purchase, ranging from 20 MB to 5GB. This bonus data can only be used between 10 pm and 6 am. The offer, that takes effect Monday, July 1, 2013, will also see customers that purchase the unlimited data offerings qualify for free on net calls and on net SMS that can be used round the clock. 

Global brand experience agency, VWV, the brains behind major events and brand campaigns, including the opening ceremony of the 2010 FIFA World Cup in Johannesburg, South Africa, will handle the creative management of the competition.

“Apart from developing an experiential property that brings to life the Orange brand to better engage with its youthful customers, this competition will also act as that opportune platform for home grown talent to make a mark on the local dance scene,” says Ms. Sande. 

Each regional leg of the competition will have a total of eight shortlisted teams participating in the knock out stage. The competition judges will then pick two teams composed of a winner and a Wild Card to represent that region at the grand finale in Nairobi in September. 

“The elimination format will also take a much more interactive approach as the audience, via an online platform, will be able to save two teams that will proceed to the ultimate stage of the finale,” adds Ms. Sande.

The call for entries for dance crews, of between four and six members, that will be submitted online via www.orangebeatyastreet.co.ke will start off in Nairobi on June 28 through to July 11. The entry calls for the remaining three towns will be announced in the media and on the competition website.

Partnering with Orange for the dance competition are global web search engine giant Google and device manufacturer Alcatel Onetouch. 

Google’s Office Lead for East Africa, Joseph Mucheru says that “Google values this collaboration with Orange as it is a significant contribution to the development of local content and Internet users in Kenya.”

Alcatel Onetouch Country Manager for Kenya, Meera Savani, says “Alcatel Onetouch has launched the strongest top of the range devices in 2013, offering something for all consumers. Our association with Orange Beat Ya Street is strategic for our brand as it gives us the opportunity to better engage with a growing and important group in the market; Kenya’s youth.”   

The street dance concept is not new to the Orange Group. The same campaign was successfully implemented in Mauritius in 2011; this Orange affiliate will be holding the second edition of its own competition this year. 

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