Orange refreshes branding via £30m overhaul

Orange is set to refresh its branding with a £30m overhaul, which kicks off this week.

The operator has worked with creative agency Fallon to produce a global integrated campaign which it said is its biggest yet.

The campaign involves advertising around its new "I am..." positioning, along with changes to 120 consumer touch points including its call centres and stores.

The Orange portal will be updated to reflect the changes with more inclusion of user-generated content through forum threads.

The operator also plans to scrap the promotion of URLs on its advertising messages and will instead focus on advertising relevant search terms to drive consumers to its site, in a move it expects other advertisers to copy.

Aggressively distributing widgets across social networks including Bebo, Facebook and MySpace is another method it plans to use to drive increased traffic and natural search results.

Tom Alexander, CEO for Orange UK, said the refresh was vital to win back the hearts' of customers. "It's a hugely important refresh of the brand, the quality of our service and the relationship we have with our customers," said Alexander.

www.nma.co.uk | Alex Farber | 2008-06-30