Wanadoo moves ad spend outdoor ahead of rebrand

Wanadoo, the France Telecom-owned broadband services provider, has switched its ad spend from television to outdoor in the run-up to its planned merger with its sister brand, Orange.

The new campaign features “The Wanadoo Family” and will appear on 12,000 poster sites. The same family theme will also be used for radio and press ads, as well as in-store marketing, online advertising and direct mail.

The Wanadoo Family consists of cartoon style illustrations depicting dad Geoff, mum Sandra, daughter Susie, son Ben and George the dog, each of whom will be used to promote a different element of the Wanadoo package on offer, such as surfing, talking and downloading.

The theme of the campaign is to show that everyone in the family can use broadband to be online together.

Above-the-line creative work is by M&C Saatchi, with Dare handling digital, WWAV Rapp Collins direct mail and BD Network in-store marketing. Above-the-line media buying is by Initiative, with digital buying by Quantum.

Wanadoo managing director of sales and communications Philip Mehl says: “We have highlighted the benefits for families, making their lives simpler and happier for whatever they want to do.”

Wanadoo, which claims to be Europe’s biggest broadband provider, with 6.4 million customers at the end of June, recently doubled the speed of its standard broadband connection to 2Mbps.

France Telecom said in June that it would drop the Wanadoo name next year and use the Orange name across its mobile and online services.