From the salt lake to the desert
Lowe Zurich is once again showcasing Orange with a true Orange campaign.
their aloofness in the best of memories. With the two commercials that
a salt lake and in Greenland, it is Lowe Zurich 1999
succeeded in promoting the international Orange brand with advertising from Switzerland.
to create an unmistakable image.
The new Orange Brand campaign from Lowe Zürich now builds on this
extremely successful launch campaign with the still familiar
mystical landscapes. Advertising can dare to do this because the inner
strength of the Orange brand now seems to have been consolidated. Whereby the
further development even more intensively with these strengths,
the needs of Orange customers even more important and also
product and service "shows in an exemplary way why there is more
can make sense and be fun to be with Orange," says Lowe.
Cheaper, even cheaper, the cheapest: the price war in the
mobile telephony market - the longer, the more - does not exactly contribute much to the
brand strengthening. This is certainly nothing new. But Orange is one of them
convinced that many customers want attractive prices without sacrificing
the quality of a genuine brand. "Therefore, firstly
customers, and secondly, it can't do any harm,
to tell people this with advertising that is second to none",
the strategists at Lowe know.
This gave rise to the idea of advertising Orange in a different way, in an unusual way.
be visually impressive and not the seemingly obvious.
to do. The challenge is to achieve measurable success - and
win people's hearts at the same time. Lowe wanted to solve the
not with "funny" punchlines, but rather, as with the first
Campaign with a timelessly effective idea. Orange is based on certain priorities: The following are important
The background of the brand is a very accommodating service,
needs-oriented solutions and, above all, fair price plans. "Orange
takes the individual customer seriously and offers them room to develop,
says the briefing. These values therefore play the main role in the
Lowe Zurich's new campaign, which in turn is based entirely on the
Switzerland.
The film and photo shoots took place in Chile. The in the truest
the high north of the country serves as an impressive
The backdrop for very simple and haunting films. The filming locations in the
desert were between 2500 and 3800 meters above sea level, with temperatures
from minus 10 degrees at night to plus 40 degrees during the day. Why Chile? The Creative Directors of Lowe Zürich, Sebastian Stolp
and David Köder, who also created the first Orange campaign,
think at first wittily: "Because we're finally back in the sandstorm
wanted to have coffee together." Then they put it on the
Point: "Because a brand sometimes has to travel to the ends of the earth to
to find it yourself."
Consultant and strategist Rolf Jeger adds: "An important factor was the
Chile was also a major film and photo production for this large
had unbeatable value for money to offer." The spots
were no longer produced by Neue Sentimental Film, but by
Knucklehead realized in co-production with Condor. The spots
communicate their message primarily at the emotional level.
Visual language. The idea can be translated into words: It has become
shown that Orange customers are still people who simply and
communicate in an uncomplicated way and want to be treated fairly. People,
for whom freedom and development are the greatest good.
For the creatives at Lowe, it also shows that a rather sensitive
advertising at a high visual and conceptual level
international brands is very well received by potential and
existing Orange customers. We speak the same language, so to speak:
Just "orange". The films in particular are therefore designed to
generally rather hectic, yet often characterized by boredom
advertising block with calm power. "Calm and impressive
the commercials introduce the special world of Orange and advertise
respectfully for the viewer's attention," says Jeger. In the process
the concluding, inviting question "Do you speak Orange?"
be both a confirmation and a challenge.
Where sensible and necessary, the individual spots are supported by strong
supplemented by short, information-oriented reminders. But even without these
The films have provided assistance both in test situations and in real life.
achieved exceptional values, especially for
Conspicuousness, understanding and sympathy. The campaign is centered
October with the first of six TV and cinema commercials, flanked by
of posters, some advertisements and the whole range of
appropriate below-the-line measures through to the POS.
Just a few months after the start, the effect on the figures at
Orange Switzerland extremely pleasing. Lowe sees this as proof,
that even in difficult times, strategic investments in a
brand could well pay off.
Andreas Panzeri
