Orange is launching a &£13m campaign featuring the revised strapline “The Future’s Bright” in an attempt to foster brand loyalty in the mobile sector.
The campaign, which breaks on September 19, is a response to research suggesting that people care significantly less about their mobile operator today than they did ten years ago.
It comprises two television spots – one set in New York and the other in Rio – based on the premise that great things can happen when your mobile is off as well as on. The TV campaign will be supported by press and outdoor activity.
The reworking of the iconic “The Future’s Bright, The Future’s Orange” strapline reflects a shift in consumer perceptions of mobile phones and operators. Orange head of brand and advertising Kristof Fahy says: “While many will perceive the new campaign as a return to our roots, we feel it represents what Orange stands for today. We hope the campaign will reignite the optimism that people feel for the Orange brand.”
The ads were created by Mother. Initiative handled media planning and buying.