Blue Spirit sets its sights on young target group for Orange
The Blue Spirit agency has launched a campaign for Orange with the goal of attracting new customers in the 16- to 27-year-old age group. The aim is for the brand to accompany these new customers throughout their lives.
Every new customer who is no older than 27 and/or a student and takes out an Orange subscription with the free Orange Young Option now will keep the same conditions for life. This is the motto of the campaign: "Stay young, never pay".
The promo campaign uses the entire spectrum of media: F12 posters, dispenser posters in public transport plus, of course, the entire range of BTL advertising media, which uses a message architecture to welcome and accompany consumers on their shopper journey and guide them to the 76 Orange Centers in Switzerland. Another part of the aggressive promo campaign is a package of measures that will be used in educational institutions (KV and universities), where the campaign motto will be varied to suit the target group.
The campaign runs until the end of June 2011.
Responsible at Orange Communications: Andrea Rutishauser (Director Marketing Communication), Sven Jasper (Manager POS & Trade Communications), Laura Ballestrin (Project Manager POS&Trade Communications), Daniel Faes (Senior Project Manager POS & Trade Communications). Responsible at Blue Spirit: Susan Bosshard, Susi Kick, Nicole Stricker (consulting), Enrico Bachmann (creative direction), Florian Bosshard (art direction), Peter Bietenholz (text), Danny Bron (graphics), Marcel Kohler (production), Günter Prächt (DTP).
