Cable lettering in orange
Saatchi & Saatchi Simko is targeting small and medium-sized businesses for Orange Business Services.
Telefon Saatchi & Saatchi Simko goes SME fishing for Orange Business Services.
Telecoms company Orange is now offering SMEs a landline and mobile subscription from a single source. A survey conducted by the Zurich office of Saatchi & Saatchi Simko confirmed that many Swiss companies are dissatisfied with their current telephone solution. In the so-called "Lovemark Audit", Pascal Schaub and Marie-Theres Ott found out that SMEs are practically unaware of the growing range of Orange Business Services. The agency asked companies to complete a total of 40 questionnaires. The result of the qualitative study: Swiss SMEs can spontaneously imagine a better future for their business if they were to switch to Orange.
"Five out of six companies answer the question in the affirmative," says Schaub. What is strategically important is that thousands of SMEs are waiting for things to improve. In communicating the proposed solutions, the creatives took their cue from the existing business campaign, which shows the branded products of prominent customers on a black background. To communicate the new offer, Saatchi & Saatchi Simko taught the telephone cable how to write and staged it in a big way - from TV commercials to video messages via MMS. The media plan focuses on television and advertising at petrol stations.
Christian Lüscher
