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Orange UK will next week roll out a multimedia campaign designed to

poach customers from other networks.

The campaign, by Lowe, includes radio, TV, outdoor and online activity

and communicates the idea that customers can "Reach everyone with Orange

every time", using the company's new tariff range that allows its

customers to use free minutes of talk time on rival networks.

Sarah Gold, the new-business director at Lowe, said: "The objective is

to acquire high-value customers from other networks."

The ad shows a man striding down his front path to be greeted by his

neighbour. As the man continues his journey, he is hailed by an

increasingly diverse range of people.

The ad breaks on 4 March and was directed by Walter Stern through

Academy.

It was written by Tony Barry and art directed by Damon Collins. Media is

through Media Planning Group.