Orange Broadband Boosted By New Ad Campaign
Wanadoo’s rebranding as Orange Broadband will be boosted by the launch of the first campaign to announce its free broadband offer.
The campaign, created by Fallon London, will begin tonight in the UK with a television spot, followed by Outdoor and national press.
It is the first work that features product proof points that support the brand’s new “open” strategy. The advertisement follows a push-bike enjoying its freedom without restrictions, after its owners and neighbourhood have gone to sleep.
It cycles through the quiet, open night roads, eventually leading to a car park. As the viewer follows the bicycle’s path, the voice-over says: “Its great when you’re free to enjoy yourself. That’s why Orange is offering free broadband.”
The piece is then finished with the long-standing slogan: “The future’s bright.”
Print and Outdoor support the message of “broadband free to enjoy” and feature the bicycle from the television spot; showing the effects of the bike riding through a puddle on pavement, fresh paint in a car park and tracks left in grass.
Shot from above at dusk, the headline is painted onto the pavement or cut into the grass and the message becomes the focus of the image.
The France Telecom company rebranded Wanadoo as Orange last month (see NewsLine). Orange is the first mobile provider to offer broadband services (see NewsLine) and now pay monthly Orange mobile customers will get free wireless broadband.
ORANGE: 07973 100 150 www.orange.co.uk