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It is one of the best known ad slogans to the public as well as its own customers, but Orange is about to consign ‘the future’s bright, the future’s Orange’ to history. From July 5, the mobile phone giant will begin a new advertising campaign that will effectively replace the six-word slogan of the nineties with the tagline ‘I Am.’ The campaign is not the first time Orange has tried to refresh itself since ‘the future’s…’ slogan saw it become the first mobile operator to embrace branding with success. In March 2006, Orange introduced animal tariffs in an attempt to recognise that different consumers have different needs when it comes to mobile communication. “While segmentation was a good idea, the animal references were not clear enough,” said Ovum analysts Steven Hartley and Raymond Yu. “Despite spending millions of pounds on marketing and advertising to train UK customers, it still feels odd to relate to being a Dolphin, Raccoon, Canary or Panther. “However, in April 2008 Orange extended the animal tariffs to prepaid customers with the arrival of a Camel - an animal famous for not needing regular topping up!” In a heads-up to Tom Alexander, Orange’s new chief executive, the telecoms analysts said Orange should expand its loyalty programme if it wants to stand out from the competition. Giving their customers more “flexibility and choice,” would do much more for Orange in a crowded marketplace than any new advertising gimmick, they argued. However Mr Alexander, who joined Orange from Virgin Mobile, known for its more bold marketing style, has already signed off £10m for advertising in July alone. Disclosures seen by the Daily Telegraph also add that ‘I Am’ will appear in all of Orange’s global ads and promotions, including ‘I am the one who always has the last text.’ Earlier this month , Mr Alexander said parts of Orange had been “stuck in the past” as he unveiled a company wide strategy to help it become the UK’s “best-loved” telecoms firm. Jul 2, 2008 Email this article Printer friendly page Previous Page
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