Orange and T-Mobile launch £4m shared ad campaign
Orange and T-Mobile are claiming an industry first today as the telecoms operators reveal their first joint £4m advertising campaign.
Created by both Orange's incumbent agency Fallon and T-Mobile agency Saatchi & Saatchi, the campaign promotes the newly shared network between the two companies following their merger, and ensuing formation of Everything Everywhere.
The move in May created the UK's biggest communications company and enables the 27 million customers across both networks to make calls and send texts from UK locations at no extra cost.
Ads will appear online, outdoor on billboards, bus headliners, taxis and the London Underground, as well as in the press for the next three weeks.
The campaign features two separately branded ads having a conversation with each other. For example, the Orange ad announces that "T-Mobile customers can now use our signal", while its twinned T-Mobile ad replies "Ditto".
Other headlines include "Orange customers can now use T-Mobile's signal too. Signalfest!" and "Who said pink and orange don't go together?".
The copy "Inspired by Everything Everywhere" is included within each ad to represent that this customer benefit was delivered through the creation of the new company and to help customers understand why they will now benefit from access to both brands' networks.
Spencer McHugh, brand director for Everything Everywhere, said: "This joint above-the-line campaign is a UK first – and shows the unique and unrivalled opportunity Everything Everywhere has to deliver bigger and better ground-breaking customer benefits and campaigns, having brought together two of the UK's biggest and best-loved brands.
"Our two brands already have really clear and distinct personalities and tones of voice so we decided to build on that when considering our 'big idea'.
"We believe our latest campaign achieves this, showing the Orange and T-Mobile brands conversing in a fun, engaging way about how customers will benefit by being part of the UK's biggest communications company."
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Business Development Director Purple Consultancy £70000 - £90000 per annum, London
- CONCEPTUAL DESIGNER - LONDON - £50K Salt £50000 per annum, City of London
- Senior Copywriter - Professional Services Major Players £40000 - £50000 per annum + benefits, London
- Integrated Designer Creative Recruitment £170 - £200 per day, West London
- OgilvyOne loses BA business
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Iris and Cheil big winners at MAA Best Awards
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Facebook research finds 42% switch device mid-activity