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background
Orange launched in UK in April 1994 and is
now one of the UK’s strongest and most recognised brands.
It is now the UK’s number one operator in terms of active
customers, with nearly 13 million users. |
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work orange
The aim of the Work Orange campaign was to
translate this success on the consumer side to the business
end of the market.
This was no mean feat given that both Vodafone and BT Cellnet
(O2) are pre-eminent in this field. The campaign therefore had
to be targeted and impactful.
As such Media Planning Group and Orange chose to launch the
campaign in the quality national press and a small number of
IT business publications. The lion’s share of the media
budget was allocated to the The Sunday Times, The FT and The
Economist since these titles were able to deliver senior business
people and therefore have influence on the purchase of company
mobile phones. |
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activity
In order to generate awareness the campaign
used a number of creative executions which all followed 'Manifesto'
style approach. Each creative outlined a key Orange Business
benefit. The campaign’s theme was ‘Work With Orange’.
To ensure maximum impact was achieved, ‘fireplaces’
and vertical half page ‘bookends’ were used and the
campaign ran in the Business section over a 20-week period with
a tailored supplement appearing at the end of the period to
amplify the message still further. |
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Source: *MDA data from
Orange website - April 2002 |
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results
Lifting Ad Recall As the chart below illustrates
misattribution of Orange Business advertising to TV is high
and reflects its continued presence on TV for its consumer campaigns.
However, by the end of November recall within Print had increased
significantly 6 out of 10 businessmen recalled business advertising
for Orange. |
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Where Business
Advertising was seen for Orange |
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Brand Awarenes
Moreover, there was a 29% uplift amongst
businessmen who could directly recall the term Work Orange.
Seen or heard the concept or
phrase ‘Work Orange’
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Raising Consumer
Perceptions of Business Issues
The core messages, that Orange offered good coverage across
the UK and Abroad, were clearly communicated and understood
by Sunday Times business readers. |
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Good coverage in the UK |
Best Network for Using
Abroad |
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+6% |
+39% |
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Pre vs Post % Change
in Perceptions |
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Also, after the campaign,
perceptions of Work Orange amongst
Sunday Times business readers was stronger than the national
average for businessmen across two key areas. |
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