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ADVERTISING CAMPAIGNS

Orange ‘I Am’

Agency: Fallon

Client: Orange

Orange has unveiled a new global brand vision and campaign to promote 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 in the U.K.

At its heart is the idea that today consumers live in a digital world where borders between people and places are being pushed away. This changes the way people connect within society letting them share ideas and collaborate to achieve more than an individual can alone.

"The Orange brand was originally developed for one technology in one market – mobile telephones in the U.K," said 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.”

She added, “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.

AJR
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