In his letter (MW July 10) defending Orange’s current campaign, Joe Craggs’ exhortation to get Orange trainers out of the stores to show customers what is possible was well-made.
In fact, Orange is already running a nationwide roadshow to support the phone trainers advertising campaign.
As lead creative agency on the project, TRO has identified 17 shopping centres as the ideal locations for Orange to meet existing and potential customers. Craggs rightly points out that customers have no incentive to walk into a store, so the selected locations are all in close proximity to an Orange retail outlet. Specially trained staff give demonstrations within a custom-designed Orange environment and are helping people find the range of services and information available to them through their phone.
The above-the-line strapline, “We’ll Show You How”, is featured graphically on display units and underlines the message that Orange phone trainers can teach customers more about their phones.
Client services director