The multi-million pound campaign will focus on the fact that Pay As You Go customers have a one in three chance of instantly winning a prize whenever they top up.
The supporting TV ads, created by Fallon, will launch on 20 July. There will also be digital, press, out-of-home, in-store and ATM promotions.
The TV executions will feature various animated cardboard characters which are shown stifling giggles and laughing, in keeping with the campaign theme “a smile when you least expect it”.
Spencer McHugh, Orange UK brand director, says the campaign is its biggest investment for this quarter, with the Bright Top Ups more than just a promotion, but an ongoing “additional reward with a bit more added fun” for customers.
Orange says that thousands of holiday and leisure-themed prizes have already been claimed, including 2,000 to top attractions, 30,000 juggling balls and 15,000 beach balls.