Monday, June 30, 2008

Orange Launches Global Vision Branding Campaign

Orange is launching a new global brand vision and advertising campaign built around the statement "together we can do more."

At its heart is the idea that today we live in a digital world where borders between people and places are being pushed away. This changes the way people connect within society, letting us share ideas and collaborate to achieve more than we could alone. Orange said it has responded to this change. Its mission is to bring people together.

The campaign will be rolled out in the UK on 5th July, followed by Switzerland, Poland, Romania, France, Slovakia, Spain, Africa and the Middle East in the following months. Orange worked with Publicis Groupe and Fallon as its agencies of record for the campaign.

"The Orange brand was originally developed for one technology in one market - mobile telephones in the U.K," says Caroline Mille, Senior Vice President, Brand and Communications. Orange. "Today, just 14 years later, the brand now spans a range of technologies (internet, T.V content) and reaches consumers in 26 countries, covering very different cultures. Thanks to its global enterprise services, Orange also has operations in most markets around the world. Since 2006 it has been the key brand of the France Telecom Group and now includes mobile, internet and TV services plus content associated with these three platforms. Despite this change, the brand has lost none of its strength, staying true to its original values which have become the values of the whole Group. The new brand vision allows us to truly communicate everything that Orange now stands for."

France Telecom has 170 million customers, of which are 120 million are under the Orange brand. The Orange brand was ranked 50th most valuable brand in Millward Brown's recent global brand survey, an increase of 17 places on the 2007 survey.

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