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
The ad offensive through WCRS is an attempt to consolidate Orange’s
position in a fiercely competitive telecoms market facing an imminent
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
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
Client of the week, p16.