The campaign, which uses the strapline "be at home abroad", aims to raise awareness with customers about how to set up the international roaming function on their mobiles. It also aims to allay the concerns customers have over the costs and coverage of the service.
The campaign will use a range of advertising formats from standard banners to rich-media Eyeblasters to create maximum impact.
The first rich-media creative, called "free translation", allows customers who click on the ad and enter their mobile phone details to choose from a range of holiday phrases and receive free translations direct to their mobile phone via SMS.
The phrases are tailored to the websites where the creative will run, from lifestyle to travel-focused. They include gay.com, Yahoo!'s travel section, hellomagazine.com, globalholidays.co.uk, AOL and MSN.
A second creative, called "free news", allows Orange customers to keep up to date with the latest news, sport, culture and gossip while they are away. By entering mobile details and selecting topics of interest, customers will receive text updates while on holiday.
"There's a perception among consumers that setting up a mobile phone for international calling is complicated. However, it is our aim to show in this campaign how very simple it really is," Tamara Gillan, the e-marketing manager at Orange, said. "By texting customers the set-up details and costs in the countries they are going to, we hope to add value and also a bit of fun by adding the option of our holiday-phrase translations."
In each execution, customers are asked for a departure and return date to activate the service and to receive a welcome-home text when they return.
Art direction is by James Capp with writing by Colin Byrne. Media planning and buying has been handled by Media Contacts.