Orange is to use interactive TV for the first time as part of the launch of its 3G services and has appointed Weapon7 to produce creative and strategy for the campaign.
The work will be linked to an above-the-line push from Mother, which is due to break in March.
Orange is a member of the consortium of advertisers behind the interactive specialist Zip TV, which will provide technical build and research for the campaign and will run the ads on the Zip service.
Although members are under no obligation to use Zip for creative, the decision to appoint Weapon7 will come as a blow to the company, which is trying to ramp up its creative services.
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