Orange has unveiled “I Am” as its new strapline as part of a multi-million pound advertising campaign. It is understood that the mobile operator will spend £10m next month launch the new positioning, which breaks on July 5.
The advertising, which has been created by Fallon, will include TV, radio, print and posters. It aims to “personalise” the company’s products and services and is part of Orange chief executive Tom Alexander’s plans to restore the brand.
One of the in-store poster executions has the strapline, “I Am The One Who Always Has The Last text” and features a silver Samsung Soul on a Dolphin 25 pay-monthly tariff. Another ad shows a Sony Ericsson C902 five megapixel camera phone with the strapline “I Am Less Fuzz More Focus”.
Orange is also reviewing its £75m UK media planning and buying account and is restructuring its £18m direct marketing account (MW.co.uk June 2).