Magazine article Marketing

Orange Drops 'Learn' for Value Ads

Magazine article Marketing

Orange Drops 'Learn' for Value Ads

Article excerpt

Orange will attempt to woo consumers with headline-grabbing value offers such as 1p per text message to all networks, backed by a major outdoor marketing campaign dubbed 'Fair'.

The mobile operator has taken every ad space in The Times this Friday (August 1) to launch the initiative. In a dramatic switch to focus on value, it replaces the 'Learn' campaign, which centres on its in-store phone trainers.

Customers will also be offered two reserve calls when they run out of credit. This offer and the 1p text message deal will be available to pay-as-you-go customers.

Orange is throwing more than pounds 5m behind 'Fair' in August alone, 60% of which is being spent on outdoor media. Created by Mother, ads will also appear in radio, press, point-of-sale and below-the-line, and are likely to run into early-autumn. 'This will be the biggest outdoor campaign ever seen in Britain,' claimed Orange's head of brand communications, Rob Rees.

The deal with The Times' owner, News International, includes the distribution of free copies of the paper at mainline and London Underground stations this Friday. …

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