WCRS unveils its final work for Orange

WCRS has launched its final work for Orange, the mobile phone giant, before the pounds 60 million account moves to Lowe Lintas next year.

The campaign, which promotes the pre-pay phone service in time for Christmas, builds on last year's 'no ouch in our voucher' executions.

The work uses the line 'no eak in off peak'. The ad promotes Orange's improved pre-pay service, which enables customers to choose when to take their off-peak call time.

The 30-second spot uses animation to depict sections of the population that do not live or work the normal nine-to-five lifestyle. It opens with a nurse working at night who is too busy to use the 'typical' off-peak call time.

We then see a group of students who also miss out on making their off-peak calls when they want to. Finally, we see a vampire character taking his bat for a walk during the day.

The TV work, which breaks on 23 October, will be supported in the national press and through outdoor, with bus-sides and shopping trolley sponsorship.

A spend of pounds 7million will back the drive.

Anthony Liow, the account director at WCRS, said: 'Christmas will be the last major sales push for mobile operators before the market matures.

Last year's 'no ouch' campaign transformed Orange's sales performance.

'This campaign will ensure Orange consolidates its position as the fastest-growing network during a crucial phase of market growth.'

The campaign was written by Murray Blackett and art directed by Tony Hardcastle. The TV work was directed by Richard Kenworthy through AKA Pizazz. Media planning and buying is through Media Planning.

This article was first published on Campaign