The expansion is part of the mobile phone operator's first pan-European brand marketing activity. The £6m campaign broke in the UK at the weekend with the first two TV executions, and will run until the end of the year.
It promotes Orange's products and services through a series of vignettes, using the strapline 'Orange Experience'.
Products include its newly launched data and entertainment portal, Orange World (Marketing, November 6), and stand-alone services including mobile e-mail and picture messaging. Jeremy Dale, UK vice-president of brand marketing at Orange, said the focus is on the aspects of Orange that can be easily personalised by its customers.
The campaign has been created by Mother in the UK and will be rolled out initially here and in France before being extended to countries including Switzerland, Denmark and Holland. In the UK, it will run alongside Orange's ongoing 'Fair' campaign.
- Analysis, page 19.
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