Orange is pushing its new service that allows Pay As You Go customers to top up their account using as little as 10p with an advertising campaign.
The company claims to be the only network operator to offer top-ups for such a small denomination.
The television ad for Tiny Top Up follows the adventures of a rolling 10p piece in a world of animated characters. The coin ends its journey by helping a young man send a text to a woman travelling on a bus he adores and had the end line “Top up from 10p”.
The campaign, devised by Fallon, also embraces outdoor, press and digital advertising.
Orange and T-Mobile are both owned by Everything Everywhere. The parent company has started rolling out retail stores under its own brand.