Orange unveils £5m marketing push for Monkey

Orange is launching a £5m advertising campaign to promote the launch of its new pay-as-you-go mobile tariff and music service, Monkey, in partnership with Channel 4 and Universal Music.

Lady Gaga

The campaign breaks today (1 September) with television spots and competitions running on Channel 4, E4 and 4Music with spots during programs including Friends and Ugly Betty as well as across Channel 4’s on demand service and online platform.

The tariff offers free text messages and music services in return for a £10 monthly top-up. Users can stream music through mobile handsets and online, as well as uploading and sharing music playlists.

The TV adverts, created by Fallon, are styled like a weather report that reveals the genres of music dominating regions in the UK. The adverts will be refreshed every two weeks based on real data from Monkey users’ music downloads, revealing genuine music preference trends.

Spencer McHugh, brand director for Orange UK, says: “Drawing on genuine data from Orange Monkey usage, our ads will provide a snapshot of music preferences across the country and will be updated regularly to reflect actual consumer behaviour on Monkey.”

The music genre map will also be extended online, with live dated updated daily.

Orange plans to host a multi-artist holographic gig at five UK locations.

Outdoor ads will feature Universal Music artists La Roux and Lady GaGa (pictured) and competitions will run across Channel 4’s portfolio offering VIP tickets to live music events.

Orange recently announced it is reviewing its in-store marketing strategy, and it acquired Unanimis as part of a move towards the online advertising sales market.

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