Orange spends pounds 15m in pre-Christmas blitz

Orange is pumping more than pounds 15 million into a pre-Christmas TV blitz, marking the start of a new strategy to position the mobile phone operator as the answer to every communication need.

Orange is pumping more than pounds 15 million into a pre-Christmas

TV blitz, marking the start of a new strategy to position the mobile

phone operator as the answer to every communication need.



All the company’s advertising from now on will focus on presenting the

brand as the choice for any lifestyle, rather than exclusively

supporting individual products.



Robert Fallow, Orange’s marketing director, said: ’This is now our

long-term strategy. It’s about putting customers first in everything we

do.’



The ad offensive through WCRS is an attempt to consolidate Orange’s

position in a fiercely competitive telecoms market facing an imminent

price war.



It also aims to capitalise on what the company claims is a wider

distribution and range of users than its major rivals, One-2-One,

Vodafone and Cellnet.



Orange will set the scene for its new strategy with a 60-second film,

breaking nationally on Sunday. Its message is symbolised by a swimming

pool which is portrayed as a calm oasis in the middle of the sea, which

people, young and old, reach in a number of different ways.



The idyllic and relaxing mood is reflected by the soundtrack, a

recording of the song, I Loves you Porgy, from George Gershwin’s Porgy

and Bess.



The commercial was written by Darren Bailes, art directed by Alan

MacCuish and directed by Mehdi Norowzian for Joy Films. Orange’s media

buying is handled by Mediapolis.



The theme is sustained in four further 20-second spots, one of which

features the European Swimming Championships’ gold medallist, Mark

Foster. The shorts promote four products: Chat 60, which gives customers

an hour’s talk a month at off-peak times; Just Talk, which allows

customers to buy time as and when they need it;



Talk Plan, allowing up to 50 people to share a single account; and

Talkahead, a package that provides customers with a phone and a year’s

subscription including 15 minutes of talktime a month.



’We’ve built the Orange brand in a very short space of time and in a

market which has struggled to turn itself into a branded business,’

Fallow said. ’Now we intend to deliver a range of value-for-money

offers.’



Client of the week, p16.



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