The criticism of the Orange Learn campaign is ridiculous (MW last week).
In an industry that has achieved near market saturation, the market-leading brand focuses its advertising on the better education of customers to increase their understanding, usage and, in turn, company revenue. What a brilliant execution of a fundamental commercial principle.
You can’t dramatically influence market share, your pricing is constantly under industry scrutiny, but potential revenue from additional services is a huge opportunity. So you create an engaging educational campaign to help your customers understand how to spend more money with you.
Now what’s the problem with that? Clearly the ad has its detractors – but hey, they’re talking about it, so that’s got to be good news too.
Personally, I think Orange should go further and take Learn on the road. Why not really help your consumers make the most of their phones, get the “trainers” out of stores and show customers what’s possible? Customers are primed to learn, but have no incentive to walk in to a store, so trainers can go to them – you need to get out there and really teach them something.