Orange me
At the time of its launch, I was very impressed by Orange's courage in adopting such a colorful name. On the other hand, I was very disappointed by the current, large-scale "Orange me" campaign.
By Theophil Butz, once a star advertiser (Ringier), now an inspirer and, from now on, a mocker. "Not an easy role, but a necessary one, which I perform here every 14 days." Please send any relevant information to [email protected].
First I have to explain what it's all about: Orange is currently on a multimedia advertising offensive with a multi-million euro budget and all the advertising sins.
An example from my basic advertising rules: If you throw someone five oranges at the same time, they won't be able to catch a single one. If you throw just one orange, even a clumsy consumer can catch it and has at least noticed the message. But they would still have to understand it.
This campaign tries to throw as many oranges as possible by means of a statistic, a headline, a unique purchase offer, a sparkler and the logo as large as possible and the small print as small as possible.
This brings me to the analysis: a product for young people that you can choose individually has completely missed the opportunity to draw attention to itself with creative and entertaining messages. Also a missed opportunity to advertise for advertising. Horrible.
Yves Martin, Vice President Consumer at Orange, wrote to my daughter (29), who has not lived at my address for 10 years, with the title "Mr. Burt". In the end, I opened this overloaded, unyouthful and incomprehensible e-mail.
It also tries to orange the reader: Orange Me. Did the advertisers really mean "orange me", or did they mean "orange more", i.e. "me"? That would still make sense.
The strange people who are supposed to be as unique as me also make me wonder about this Orange Me campaign. Are they look-alikes? And who are they supposed to be? The one with the jacket made me think of Jack Nicholson. Another, younger one should perhaps represent a famous buccaneer. At least he looks like a dork. Dear Mr. Martin, please enlighten me as to what this Matteo Online Casanova subscription is really trying to tell me.
In addition to this unimaginative, uninspired layout of the unexplained diagram, you should also read the 4 lines of small text in 5-point font, which still costs something and when this offer is not valid.
A campaign with this many communication errors and very high activation costs is a good example of a Butz moth.
However, I was impressed this week by the fact that the shoe manufacturer Nebuloni (Milan) produced a green left and a red right golf shoe for me as a matter of course and at no extra charge, and delivered them on time.
