Orange deploys its new vision and brand campaign in France
Orange unveiled its new brand vision in July 2008 and has launched its worldwide brand campaign over the past few months, first in the United Kingdom (July), where it was very well received, followed by Moldova (August), and Romania, Austria and Kenya (September). Today, Orange is launching its new vision in France in a TV, press and web advertising campaign from 5 to 26 October.
Expressed in the statement “Plus loin ensemble” (“Together we can do more”), this new vision has been developed within the Orange senior management team and is shared by all countries. It reflects the profound changes in the Group over the past few years. It is based on the idea of pushing back the frontiers between different nationalities and cultures thanks to new technology. As a result of this, individuals today are constantly redefinig their roles and are increasingly acting together to tackle projects that they would not have been able to successfully achieve alone. As a pioneer of convergence between communication services, Orange has responded to this aspiration by its commitment to enabling individuals to foster self-achievement and pursue collaborative projects.
The French version of the worldwide campaign, created by the Publicis Group and presented for the first time this summer, expresses the idea in which people themselves define who they are, what they can achieve and how they find their place in society through their contacts with other people. In short, this campaign, which is based on the idea that “I am nothing without them and with them I can do everything”, has been developed to act as a catalyst and encourage people to think and put personal effort into whatever they undertake, in the same way that Orange develops and presents its products and services. In France, the press and online campaign is based on real testimonies.
The www.orange.com/togetherwecandomore website will bring together the advertising campaigns created for each country.
The Orange advertising campaign will soon be launched in Spain, Switzerland and Poland. By the beginning of 2009, it will have been deployed in nine countries in Europe, as well as in Africa and the Middle East.
115 million of the Group’s 170 million customers are representend by the Orange brand, which was ranked as the 50th most powerful brand worldwide by Millward Brown this year. In 14 years of existence, Orange has become a major international brand, present in 28 countries with a wide variety of cultures. It now covers the full range of the Group’s high-speed services (mobile, Internet, TV) plus the content associated with these three screens.
Orange is the key brand of France Telecom, one of the world’s leading telecommunications operators. France Telecom serves close to 174 million customers in five continents as of June 30, 2008, of which two thirds are Orange customers. The Group had consolidated sales of 52.9 billion euros in 2007 (26.3 billion euros for the first half 2008). As of June 30, 2008, the Group had 113.8 million mobile customers and 12.2 million broadband Internet (ADSL) customers.
Launched in June 2005, the NExT program (New Experience in Telecommunications) will enable the Group to pursue its transformation as an integrated operator and make France Telecom the benchmark for new telecommunications services in Europe. In 2006, Orange became the Group’s single brand for Internet, television and mobile services in the majority of countries where the company operates, and Orange Business Services the banner for services offered to businesses worldwide. France Telecom is the number three mobile operator and the number one provider of broadband Internet services in Europe and one of the world leaders in providing telecommunication services to multinational companies.
France Telecom (NYSE:FTE) is listed on Euronext Paris (compartiment A) and on the New York Stock Exchange.
For more information: www.orange.com, www.francetelecom.com, www.orange-business.com
Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited, Orange France or France Telecom.
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