Craik Jones Watson Mit-chell Voelkel has created a mailing that resembles a football net, with the line "you won't miss a goal across the envelope.
It will target 500,000 Orange subscribers, which it knows from its database are football fans. On opening the mailing, consumers will find a set of spoof football cards featuring England players who have all missed penalties in major competitions.
The cards show Stuart Pearce, David Batty, Gareth Southgate and Chris Waddle, and each is used to highlight a different Orange service. The creative idea behind the campaign is: "They missed a goal. But you won't."
Orange is offering services including a World Cup Watch, providing fans with all the news from the tournament via text alerts for £9.99. A tailored service for England or the Republic of Ireland news is available for £7.99.
A letter enclosed with the cards also highlights that fans can use their WAP phones to play games or catch up with news by dialing 177.
Each of the four cards shows an England player alongside an irreverent remark from commentary at the time to highlight their mistake. Southgate's includes the "Why didn't you belt it son? line uttered by his mother after the Euro '96 penalty miss.
The campaign was art directed by Martin Lythgoe and the copywriter was John Vinton. The game services available as part of the World Cup promotion include a tie-up with EA Sports that allows callers to play EA's FIFA World Cup 2002 game via a WAP phone. Orange is also offering a World Cup betting service in conjunction with UKBetting.com.
Craik Jones won the customer communications direct marketing account for Orange last year.