Orange to back tariff range with £10m ads
Orange is gearing up for a £10m campaign to support its April launch of a range of monthly flat-rate tariffs.
The mobile network will use various animals in its advertising as
symbols of who the tariffs are aimed at.
The tariffs - and animals - are intended to relate to the behaviour of
four different types of consumers. These are: the highly sociable
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those who like to chat for long periods (a canary), and those who want
extras, such as email and mobile content (a panther).
A press and outdoor campaign created by Mother to back the tariffs will
run from April until the end of the year. The campaign will not be
affected by Orange moving its advertising out of Mother and into Fallon
and Euro RSCG.
Orange's director of pay monthly, Neil MacGeorge, said the company had
been examining the market over the past year to find a way of
simplifying its charging.
A pay-as-you-go version of the product will be launched later on in the
year.
Orange is also launching a package called Magic numbers, aimed at
customers who sign up to an 18-month contract. The tariff allows
customers to speak for up to an hour to a nominated number for the cost
of one minute's talk time.
Customers will be able to nominate another number every additional six
months they are on the contract.
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