Orange Me

21 SEP 2010

Orange Me. Create a plan that's unique to you.

No person is the same, no persons relationships are the same.
Therefore every mobile contract needs to be different according to your personal communication needs.
The answer to this is called "Orange Me". The new price plan allows every client to choose the amount of talk, text and surf according to their individual needs.

Saatchi & Saatchi has developed a creative campaign with a number of unique personalities.
Apology Nico is the guy who is always late and therefore needs a lot of talk time and SMS for all his apologies. Matteo the Online Casanova is not so good with flirting in real life, but online he can break hearts with under 50 characters. So he creates a price plan with a maximum of surf. The equalizer as a central element in each ad has the role to show the combination of each individual price plan.

At the heart of the campaign, there is the lovemarks dimension "Intimacy". Close to life, close to people, the creatives portrayed strong personalities.They should all express humanity, that makes them sympathetic and unique. With this approach, Orange wants to differentiate from Swisscom and Sunrise in a sustainable way.

The fully integrated campaign can be seen at all relevant media channels - from TV, Outdoor, Press through Online, POS, Ambient , PR and Events. It is the biggest campaign from Orange in Switzerland since years.