New Campaigns – Orange

Orange is rolling out a new integrated campaign next week as part of a &£13m strategy that has seen the return of its “The Future’s Bright” strapline. The campaign has been developed by Mother, with planning from Initiative Media.

The latest strand in the campaign focuses on a new loyalty reward scheme, which gives Pay As You Go customers free evening calls for five years, or ten per cent off-line rental after the first year, growing over time to 25 per cent, for contract customers.

The TV execution called “Dance” features a couple finishing their breakfast. At first they clear the table as usual, but they then start to dance, synchronising their movements to be in perfect time with each other.

The TV ads will be complemented by a print, outdoor, online and radio campaign, following the theme of “relationships get better with time”.

Meanwhile, Orange is teaming up with Microsoft to develop a mobile phone that can play digital music.