Lowe Direct wins pitch for Orange Centers

Lowe Direct prevailed against three competitors in a multi-stage selection process and won the entire bid for the 46 Swiss Orange Centers. The task was to redefine the communication measures for generating store traffic, Lowe announced on Monday. Lowe therefore developed an image that is more closely aligned with the Orange brand world and focuses on the positioning of the Orange Centers' services. The main advertising medium, the Orange Center magazine, has been revised and its layout and content redefined. The magazine is now called "Besser gleich ins Orange Center", a name that conveys both a call to action and a promise of fulfillment. The Orange Center services are also advertised with advertisements and posters. Statements such as "They just configured MMS for me, even though I'm with Swisscom" will be used, according to the press release. Two different TV commercials will also be shown in selected regions and tested for their effectiveness.