Publicis Romania and Orange chase away boredom from subway trains

Creativity, Digital & Media, Mobile

Publicis Romania developed, for Orange, the app Orange 4G Subway, aimed to chase away boredom from subway trains. The app offers to those traveling by tube the possibility to see movies, listen to music and audio books and access games.

Orange introduced, this year, in Bucharest, 4G internet on all subway lines in Romanian capital. The launch comes in time for Subway’s celebration, as the first tube line in Bucharest was launched on November 15th 1979.

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With Orange 4G Subway app, each subway line becomes a 4G entertainment line: the games line (Dristor – Pantelimon), the music line (Berceni – Pipera), the film line (Preciziei – Anghel Saligny) and audio books line (Gara de Nord – Bazilescu Park).

The app includes special mind games, songs from Orange ads, movies from Anim’est, Discovery documentaries and a series of audio books from Humanitas.

The app is available for free in App Store and Play Store, is available for 2 months starting November 4th and can be installed on smartphones or tablets operating on Android or iOS. The access is insured by scanning the QR codes available on the communication materials available in subway network, while the traffic within the app is free for the Orange clients.

The users that subscribe to the app have the possibility to win one of the 9 prizes consisting in an LG G Pad 8.0 tablet and a Colibri 17 with 12 GB net traffic for 3 months subscription

The app aims to show not only the technical performances for the 4G network, but mainly the way the hi speed internet opens the access towards new experiences. So, for 2 months, our clients can do something different – they can find out something useful from the Discovery documentaries or relax listening to audio books- these are just a few of the available options for those who travel by tube

Crina Tenovici

Head of Data & B2B Communication, Orange



It is a good vibe when you work on an app that manages to change for better people’s life, even for 10 minutes, as a travel by subway lasts

Cezar Panait

Senior Copywriter, Publicis Romania




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The teams working on the project are

  • Publicis: Daniel Raicea – Head of Orange Division, Alina Vija – Account Manager, Silviu Nedelschi – Group Creative Director, Jorg Riommi- Chief Creative Officer, Cezar Panait – Senior Copywriter, Cristian Anton – Art Director, Raluca Iacob – Head of Strategy, Calin Buzea- Head of Digital, Elis Iaia – Senior Digital Planner, Alina Tanase- Digital Account Manager, Mina Ionescu – Digital Account Executive, Ciprian Frunzeanu – Digital Art Director.
  • Orange: Mirela Bosoi – Head of Brand & Communication, Crina Tenovici – Head of Data & B2B Communication, Anca Stancov – Head of Media, Mihai Dobre – Media specialist.