Orange ‘Monkey’ advert

Agency: Fallon

Client: Orange

Orange has kicked off a £5 million marketing campaign for Monkey - the first pay-as-you-go mobile package that offers free music and texts just for topping up by £10 a month.

A series of television ads on Channel 4, promotes the three way partnership with Universal Music and Channel 4 that gives customers free and easy access to hundreds of thousands of songs streamed through any mobile handset and online at orange.co.uk/monkey.

Customers are also able to create and share their playlists with friends in a free and legal way.

The TV campaign produced by Fallon is based on a weather report, but instead of reporting on the weather, the report is on the genres of music that are dominating particular regions of the country – for instance, with rock sweeping the north, R&B prevalent in urban areas and pop music dominant in the south.

Orange will be shooting new edits of the ads every two weeks which use Orange Monkey data to reflect genuine trends in the music preferences of Orange Monkey users across the country. The TV ad will also run online across Channel 4's - 4OD and channel4.com.

Orange will also be running competitions across T4, E4 and 4Music offering viewers exclusive access to Universal Music artists. The first competition will offer VIP tickets to see La Roux perform in Paris on November 8.

Outdoor advertising and flyposters will promote the personal playlists of Lady Gaga, Tinchy Stryder and La Roux, which the public can listen to using Orange Monkey.

A multimedia ad campaign will start on September 7, created by Poke, which extends the TV weather map idea online by incorporating and updating the ads with live data everyday.

Orange will also be starting its experiential activity shortly with the UK’s first multi-artist holographic gig across five locations in the UK. More details will follow on this shortly.

“Monkey is already proving extremely popular with our customers and now with our multi faceted marketing campaign starting today its going to get even better,” said Brand Director for Orange UK, Spencer McHugh.

“Drawing on genuine data from Orange Monkey usage, our ads will provide a snapshot of music preferences across the country and will be updated regularly to reflect actual consumer behaviour on Monkey.”

He added, “Combine that with personal playlists from top music artists and competitions, and you can see that we’re creating a whole new music experience for our Orange Monkey customers.”