Follow the Orange brick road

Success of entertaining ad campaigns may prove the lifeline companies need to survive recession.

Orange: new cinema campaign
Orange: new cinema campaign

As with the confectionery sector, telecoms is an area that often provides some of the most entertaining advertisements to promote products and services.

O2's advertising, for instance, features teddy bears interacting throughout the advert, while Vodafone made the most of the company's F1 sponsorship in featuring Lewis Hamilton.

Over the past few years, Orange has also typified this; with ads featuring famous stars from the big screen to promote its Orange Wednesdays as well as some impressive creative ads of late to promote the company's pay-as-you-go offerings.

The latest ad for the company replaces the long running 2 for 1 Orange Wednesday campaign.

The ad features the Wicked Witch of the West and her friend Vicky. It follows the duo throughout a typical day in their lives, which includes going to the optician, sitting in the park, clothes shopping, a trip to the arcade and, of course, a trip to the cinema.

The advert then concludes with the lines "films are better with friends" before the slogan of "any customer, any mate, any Wednesday" appears.

The latest ad for the brand first aired on 5 February and the accompanying chart illustrates how brand perception improved following its launch.

The buzz score for the brand at the beginning of February was 2%. By 6 February (just one day after the advert aired), this had increased to 5%.

Orange's general impression score saw the greatest uplift, however, up from 10% on 5 February to a peak of 16% by 23 February - an uplift in score of six points.

Corporate scores for the brand also improved following the ad, up four points to peak at 14% on 17 February.

Orange will be looking to the latest promotional campaign to avoid a situation similar to that experienced at Vodafone, which has recently announced 500 job cuts in the UK to save costs.

It is possible that more jobs will be cut before the economy recovers fully, but the success of campaigns such as Orange Wednesday may prove the lifeline that these companies need to survive in the current climate.

METHODOLOGY: YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors. It is measured on a seven-point profile:
1 Buzz
2 General impression
3 Quality
4 Value
5 Satisfaction
6 Recommend
7 Corporate reputation.
In addition, we supply an index score.

Sundip Chahal, www.brandindex.co.uk

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