Even flagship brands are orange
Mobile Saatchi & Saatchi Simko runs ads for Orange alongside other brands.
Mobile Saatchi & Saatchi Simko advertises Orange with other brands. Top creatives don't think very highly of testimonial campaigns. They are labeled as "not creative". Saatchi & Saatchi Simko, however, sees things differently. For the Lake Geneva-based advertisers, the testimonial is not dead. On the contrary, for the mobile phone giant Orange, they are even reinventing the frowned-upon form of advertising. Instead of advertising with celebrities and pointed statements, the creatives are turning the tables. They let brands have their say. Not just any brands, but global brands like Puma, McDonald's, Campari and Coop. All of these companies have business relationships with the mobile pioneer. For Beat Baumgartner, Head of Marketing at Orange Switzerland, the selected brands are a good fit for Orange because they convey a progressive image. "The values of our partners fit and complement those of Orange perfectly," says Baumgartner.
The key product of the respective partner is shown as the campaign visual. This is accompanied by a headline that shows a new perspective that stands for the business segment. Strategy head Martin Fritsche of Saatchi & Saatchi Simko: "Brands have a much more complex story than people. Many more aspects can be conveyed with them than with personalities." For Fritsche, who recently moved from TBWA to Saatchi & Saatchi Simko, the campaign is also a good example of modern brand management. That's because you convey a new message to recipients with the help of other brands, he says. Vertical and horizontal brand management thus come into play.
Fritsche is convinced that the campaign is also still interesting because it does not simply convey "phone emotions" but shows at a high level that Orange and its partners stand for strong business.
With the campaign, Orange not only wants to build up a positive image with wit and charm, but also position itself attractively among business customers in the country. "We have noticed that Orange is not perceived enough in the business sector," says Beat Baumgartner. Yet Orange has decisively expanded its business segment with the integration of the two companies Equant and Etrali and wants to catch up with market leader Swisscom. The campaign ended this August after a runtime of six weeks. It was advertised exclusively in the business-oriented press.
Christian Lüscher
The key product of the respective partner is shown as the campaign visual. This is accompanied by a headline that shows a new perspective that stands for the business segment. Strategy head Martin Fritsche of Saatchi & Saatchi Simko: "Brands have a much more complex story than people. Many more aspects can be conveyed with them than with personalities." For Fritsche, who recently moved from TBWA to Saatchi & Saatchi Simko, the campaign is also a good example of modern brand management. That's because you convey a new message to recipients with the help of other brands, he says. Vertical and horizontal brand management thus come into play.
Fritsche is convinced that the campaign is also still interesting because it does not simply convey "phone emotions" but shows at a high level that Orange and its partners stand for strong business.
With the campaign, Orange not only wants to build up a positive image with wit and charm, but also position itself attractively among business customers in the country. "We have noticed that Orange is not perceived enough in the business sector," says Beat Baumgartner. Yet Orange has decisively expanded its business segment with the integration of the two companies Equant and Etrali and wants to catch up with market leader Swisscom. The campaign ended this August after a runtime of six weeks. It was advertised exclusively in the business-oriented press.
Christian Lüscher
