Magazine article Marketing

Orange Invests Pounds 8m in Business-Focused Ads

Magazine article Marketing

Orange Invests Pounds 8m in Business-Focused Ads

Article excerpt

Orange is ploughing pounds 8m into its biggest-ever business-focused campaign in an attempt to boost its credibility in the market and overtake Vodafone as the leading mobile brand for business.

The campaign represents the brand's first business work to run on television and takes an unusually humorous approach to promoting business products and services.

Creative, by Mother, features a satirical character called the Hard-nosed Businessman, who has a titanium nose and is obsessed with business. Five executions show him acting tyrannically; as well as terrorising employees in the office, he orders his son around on holiday - making him build sandcastles in the shape of office equipment, for example.

Each spot showcases a product or service from the Orange business portfolio, such as mobile e-mail and international roaming capabilities. The strapline is 'Bright Business'.

While Orange is the top consumer mobile brand in the UK, in the business market it lags behind Vodafone, with a market share of about 28% compared with Vodafone's share of about 40%, according to Orange. …

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