Orange mobilises 10p top-up campaign

Orange launches a campaign today for Tiny Top Ups customers, who can now increase their credit with as little as 10p.

The ad campaign was created by Fallon London with creative director Gui Borchert. It will run across TV, outdoor, press and digital media, handled by MEC, from today.

The TV spot features computer generated animation directed by Seth Watkins from A Large Evil Corporation. It is aimed at young adults and demonstrates how easy it is to top-up with small change.

The ad uses a 10p coin to link different story lines, which end with a young man using the coin to send a text to his love interest.

Spencer McHugh, brand director at Orange UK, said: "This fresh and fun campaign has been created to show our Pay As You Go customers that a little loose change can go a very long way, making it easier for them to watch their pennies and stay in touch.

"As we are the only UK network to offer Tiny Top Ups, our aim is to make sure that customers know that no matter what change they have in their pocket, life doesn't have to slow down."

Orange and T-Mobile are owned by Everything Everywhere in the UK. They have consolidated the business over the past nine months, but have lost customers.

Everything Everywhere opened the first 'Everything Everywhere' branded store in Altringham earlier this month. Orange has sponsored the 2012 football European Championships, which will be held in Poland and Ukraine.

Orange and O2 are both launching mobile payments services later this year.

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