Magazine article Marketing

Orange in Pic-Messaging Push

Magazine article Marketing

Orange in Pic-Messaging Push

Article excerpt

Orange is to encourage customers to send pictures through their mobile phones with an pounds 8m marketing spend.

The UK's most popular mobile network is second to market behind T-Mobile with a picture messaging service. However, it will beat Vodafone and O2 to offering customers the ability to send pictures and sound as well as text through Sony Ericsson's inaugural handset, the T68i and, from the end of this month, the Nokia 7650. Users pay 40p per picture message in contrast to T-Mobile, which charges a flat rate of pounds 20 a month.

Its through-the-line campaign is spearheaded by a TV spot by Lowe, which breaks on August 19 and runs for a month.

Orange's biggest ad campaign of the year, it features a dreamy sequences in which natural scenes morph into human faces. It opens with an office worker looking idly out of the window at a man sweeping leaves around a town square. The leaves swirl around to create a fleeting image of the man's wife and then scatter with the man shown smiling warmly. …

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