Background Orange is one of the UK’s best-known brands. It gained
1.4 million subscribers in the last quarter of 1999 - more than any of
its rivals - and with five million customers, it is the UK’s
third-largest mobile phone operator.
Vodafone’s record pounds 84 billion takeover of Mannesmann means that
Orange, which was bought by Mannesmann for pounds 22 billion last
October, is up for sale. Plenty of potential buyers are knocking at its
door, led by the favourite, Japanese giant NTT DoCoMo.
Agencies Orange uses WCRS for its creative work, although head of brand
marketing Rob Furness recently put the account up for review.
Media buying and planning are handled by Mediapolis and, for outdoor
Total spend and the media mix Orange spent more than pounds 35 million
on advertising in the 12 months to January 2000, compared with BT
Cellnet’s spend of pounds 36.2 million and One2One’s pounds 39.4
More than half the ad budget was spent on TV (54 per cent), followed by
press advertising at 29.1 per cent and outdoor at 10 per cent. Much of
this activity was concentrated in the last four months of 1999, which
accounted for 56 per cent of total spend. A substantial cross-media
advertising campaign began in September - pounds 2.4 million was spent
on outdoor alone.
Orange did not spend significantly on cinema and outdoor until July
Spend in January 2000 dropped below pounds 1 million, probably
reflecting the uncertainty surrounding Vodafone’s bid for
Orange advertises a range of services such as Just Talk and text
It promotes its Equity customer loyalty scheme using direct mail and
also advertises its services in its magazine, O.
Spend details Orange advertised on 95 TV channels in the year to January
2000. Large chunks of its pounds 19 million TV ad budget were spent on
key national terrestrial channels, such as Carlton (pounds 3.1 million),
Central (pounds 2.4 million), Channel 4 London (pounds 1.2 million) and
Meridian (pounds 1.1 million).
Sky One and Sky Sports accounted for almost three quarters of all spend
on satellite channels.
Quality and mid-market nationals accounted for more than a third of all
adspend, headed by the Daily Mail (7.1 per cent), The Sunday Times (6.9
per cent), The Daily Telegraph (6.4 per cent), The Mail on Sunday (5.6
per cent) and the Financial Times (5 per cent). The top regional titles
were the Belfast Telegraph (pounds 124,370) and the Glasgow Herald
Conclusions Orange is an attractive acquisition target both for new
entrants and existing operators wishing to boost their market share.
Whatever company wins the takeover battle, Orange is certain to remain a
strong, high-profile brand.
Research by AC Nielsen MMS, telephone: 01344-627553