Orange hands Billington Cartmell PAYG brief

by James Quilter, Promotions & Incentives 06-May-08, 16:10

LONDON - Orange has appointed Billington Cartmell to its agency roster with a brief to handle sales promotion for its pay-as-you-go (PAYG) mobile offer.

The review (see P&I May) follows a number of moves by Orange to improve its share of the profitable PAYG market. The review was conducted by the telecoms company’s procurement department.

Last year the company revamped its pay plan and launched its Speakeasy PAYG package. The Speakeasy talk plan set a flat 15p rate per minute to call any number and offered and ‘overdraft facility’ of £2.50 for customer who had run out of credit.

Orange has also been sinking to bolster the use of the free sim cards it offers for use with an existing phone. In January, Orange estimated it had 300,000 sim cards in circulation that had not been activated.

The brief is not thought to affect the BD NTWK's position as Orange's below the line agency.