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2 November 09

  • print

Orange launches 'You're Covered' campaign to promote the strength of its 3G network

  • £4 million campaign to run in print and outdoors

Orange today launches a £4 million advertising campaign to raise awareness of Orange’s extensive 3G network which currently covers over 93% of the UK population – more than any other network. The advertising campaign will run in print and outdoors from November to the middle of December, appearing across train stations, buses, digital panels, in airports and shopping malls.

The advertising campaign created by Fallon, uses fun, conversational language which makes people feel as if the advert is talking directly to them and promotes the fact that as the UK’s biggest 3G network, Orange covers more people than any other. The adverts play on the idea that no matter who you are or what you are doing, you are likely to be covered by Orange’s 3G network.

The adverts include captions in Orange’s signature black and orange branding which talk to ‘the lady with the high heels in her bag,’ ‘you with the headphones’ or ‘you with the big smile’ and all end in the phrase ‘you’re covered.’ The adverts are designed to grab people’s attention by saying things like ‘hey you, yes, you, you’re covered.’’

Spencer McHugh, Brand Director at Orange UK said “This campaign was devised to have a fresh and fun appeal to ensure that people see different versions of the adverts wherever they go, keeping the campaign new and intriguing. At Orange we’re proud of our network and we wanted to remind customers about this great reason to be on Orange.”

About Orange

Orange is the key brand of the France Telecom Group, one of the world’s leading telecommunications operators. With 123 million customers, the Orange brand now covers Internet, television and mobile services in the majority of countries where the Group operates.

In the UK, Orange provides high quality GSM coverage to 99% of the UK population, and 3G coverage to more than 93%. At the end of September 2009, Orange had more than 17 million customers in the UK – 16.11 million active mobile customers and approximately 900,000 fixed broadband customers.

At the end of 2008, France Telecom had consolidated sales of 53.5 billion euros (12.7 billion euros for the first quarter of 2009) and at 31st March 2009, the Group had a customer base of almost 184 million customers in 32 countries. These include 123 million mobile customers worldwide and 13 million broadband Internet (ADSL) customers in Europe. Orange is the number three mobile operator and the number one provider of broadband Internet services in Europe and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication services to multinational companies.

Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited.

For more information please call the Orange Press Office 0870 3731500, or visit www.orange.co.uk/newsroom

Press release: CampaignMarketing & Advertising

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