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Orange Launches Branding to Embrace Digital1st July 2008 1:12 pm Orange today unveiled a new global brand vision and campaign which reflects the company’s transformation into one of the world’s leading providers of digital communications. The vision, expressed in the statement: “together we can do more“, will be brought to life in the company’s largest ever global integrated campaign to be launched across Orange’s worldwide markets starting on the 5th July 2008 in the U.K. 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. As a pioneer of digital technology, Orange has responded to this change. Bringing people together is why Orange The campaign, created for Orange by Publicis Groupe and executed by Fallon, 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. “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. “The Publicis Groupe is supporting this exceptional brand and campaign with star agencies from across the group’s various networks” said Maurice Levy, Chairman and CEO, Publicis Groupe. Would you like to know more about online search trends? If so, contact Hit Search, SEMPO accredited SEO and PPC specialists, on 0845 643 9289. Remember, its a big world out there, make sure you become visible.
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