Public to show their animal side in new Orange ads

by Sarah Woods, Brand Republic 20-Jul-06, 14:00

LONDON - Orange has staged 'Pop Idol'-style auditions to find members of the public who fit into its four 'animal' packages to feature in its new television ad campaign.

Wanabees were chosen by a cryptic text message, which was sent to Orange customers inviting them to take part in the filming of "a secret project in a stunning location".

Ads promoting the auditions, held in London on July 13, were also placed in national press and on www.orange.co.uk

Those customers who displayed character traits belonging to the animals -- raccoon, canary, dolphin and panther -- were picked to go to the desert in southern Spain for filming.

Highly sociable is signified by a dolphin; those who use the phone as a tool are racoons; a canary is someone who like to chat for long periods; while those who want extras, such as email and mobile content, are panthers.

Once in Spain, the groups will be presented with a task and the results will form the basis of the new ad campaign, to be created by Mother, designed to demonstrate that it is the little differences that make us who we are.

The TV ads will consist of one 60-second execution and four 30-second spots. The first ad will break on August 1.

Orange launched its "animals" campaign earlier this year to support its April launch of a range of monthly flat-rate tariffs.

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