Orange Unveils £9 Million Multi-Platform Ad Campaign
Communications giant Orange today unveils its new £9 million multi-platform advertising campaign, promoting its new and existing mobile and broadband packages.
The campaign will run across TV, print, online and outdoor as well as instore and features a series of wind-up toys that represent togetherness, reminding people to stay in touch with friends and family all year long and not just at Christmas.
Developed by Aardman Animations, the toys encounter people going about their daily lives, crossing busy streets and meeting bemused dogs. As they wind down and stop, people wind them back up again. The campaign end line is “Togetherness, keep it going past Christmas.” The TV campaign features the song Let Me Call You Sweetheart performed by comedy legends Laurel and Hardy.
The “Togetherness” theme was borne out of qualitative research carried out by Orange. It suggests that most customers aged 18 to 34 years old make resolutions to keep in contact with their loved ones around Christmas time, but fail to keep it going throughout the year. Participants quoted lack of time, money and inertia as barriers to keeping in touch with people they care about.
The “Togetherness” concept will be used as an umbrella theme under which Orange will promote a number of new and existing products. It will continue to build awareness of the popular unlimited animal mobile packages which were launched earlier this year to Pay Monthly customers while promoting free evening calls to Pay As You Go customers. Orange will also continue to communicate its ongoing promotion of new unlimited broadband packages to customers who spend £30 or more on their mobile package.
The campaign will also feature a 40-second advert, a 20-second advert as well as two 10-second spots. TV will be supported by a series of print, online and outdoor executions following the same theme. Further amplification of the idea will carry through to retail where phone charms and miniature versions of the wind up toys will be distributed.
“Togetherness” is Fallon’s first major campaign for Orange as its newly retained advertising agency. Online and interactive executions have been delivered by i-level and Poke and in-store marketing materials developed by BD-NTWK.
Micah Walker, creative director at Fallon, said: “Most Christmas campaigns just focus on the big day itself. So we were really excited to work on a Christmas campaign that actually had a more meaningful message. More than just a holiday shout, it’s a point of view from Orange about how people should keep that day’s togetherness going all year round.”
ORANGE: 07973 100 150 www.orange.co.uk