The campaign will promote the three way partnership between Orange, Universal Music and Channel 4, which gives customers free access to hundreds of thousands of songs streamed through their mobile handset and online.
Orange says the Monkey tariff is the first pay-as-you-go mobile package that offers free music and texts when customers top up by £10 a month.
TV ads, created by Fallon, will run on Channel 4 and E4 around programmes such as Friends, Hollyoaks and Ugly Betty.
The creative around the TV campaign is based on a weather report, but instead of reporting on the weather, the report is on the genres of music that are dominating particular regions of the country.
Orange will be shooting new edits of the ads every two weeks which use Orange Monkey data to reflect trends in the music preferences of Orange Monkey users across the country. The TV ad will also run online.
Outdoor advertising and flyposters will promote the personal playlists of Lady Gaga, Tinchy Stryder and La Roux, which customers can access through their mobile.
A multimedia ad campaign will start on the 7 September with Poke which extends the TV weather map idea online by incorporating and updating the ads with live data everyday.
Orange will also be starting its experiential activity shortly with a planned holographic gig across five locations in the UK.
Competitions will run across T4, E4 and 4Music supporting the campaign. The first competition will offer VIP tickets to see La Roux perform in Paris on 8 November.
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