One network is enough for all networks
Lowe Telecommunications is designing an international B2B campaign for Orange from its Zurich office.
Telecommunications Lowe is designing an international B2B campaign for Orange from Zurich.Orange, the cell phone company controlled by France Télécom, has commissioned the Zurich agency Lowe to develop a cross-border campaign for its B2B customers - because the cell phone multinational currently sees more growth potential in this area than in private customers. Orange international already serves three million customers, who in turn are served by around 3,000 customer service staff.The door-opener for Lowe's new job was their last campaign for Orange, which was developed only for Switzerland at the time (WW 41/02). The Lowe creatives had been looking for places where the mobile phone provider offered exclusive coverage. The branding campaign used impressive landscape photos to visualize the network quality on the Albula and San Bernardino passes.
These coherent subjects have also fallen into the hands of corporate executives abroad. Orange international therefore wanted "something with similar functionality" for the new B2B campaign, as consultant Tony Hrnek explains. This gave rise to the idea with the working title "Lord of the Networks.
Claim goes Short Story
The basic theme of the campaign tailored to these customers says: Every businessman has several networks, and Orange connects them all. CD Keith Loell and AD Simon Staub put this idea into the picture with artfully photographed "networks" of a surprising kind. An aerial view of the harbor in Seattle shows mysteriously crisscrossing foam tracks in the water. A picture with white condensation trails in the blue sky over Kloten operates similarly.
These images are accompanied by the short story: "However complex your business might be. Orange keeps all your worlds connected. Successfully taking care of 3 million business people worldwide. Orange is the partner you can rely on." The new campaign will run in seven countries: the United Kingdom, France, Denmark, the Netherlands, Romania, Slovakia and Switzerland. In addition, numerous international airports will be covered with posters.
The next Lowe work for Orange will also be used internationally. The subjects for an MMS campaign bring the claim "If you can imagine it, you can send it" to the fore. Fantasy images culled from clouds are shown, for example, a cloud in the shape of a cupid's arrow aiming for a heart-shaped cumulus cloud in the sky. "MMS in itself is nothing new anymore, so you have to visualize it differently," Tony Hrnek comments.
And another pitch
Following the launch of the international B2B campaign, Lowe in Zurich has also been asked by the mobile phone company to pitch for an international image campaign. Competitors are two other local Orange agencies, Mother in London and BETC Euro RSCG in Paris, as the British magazine Campaign reports. Orange headquarters in London appreciates the work of the Swiss agency, Lowe CEO Kurt Schmid said. The current competitive presentation is not about consolidating budgets. Orange wants to continue working with local agencies, but now wants to present a consistent campaign in all international markets.
Where people work, networks are created: in the streets of Nantes, on rails outside Milan. And orange connects them all.
Andreas Panzeri
These coherent subjects have also fallen into the hands of corporate executives abroad. Orange international therefore wanted "something with similar functionality" for the new B2B campaign, as consultant Tony Hrnek explains. This gave rise to the idea with the working title "Lord of the Networks.
Claim goes Short Story
The basic theme of the campaign tailored to these customers says: Every businessman has several networks, and Orange connects them all. CD Keith Loell and AD Simon Staub put this idea into the picture with artfully photographed "networks" of a surprising kind. An aerial view of the harbor in Seattle shows mysteriously crisscrossing foam tracks in the water. A picture with white condensation trails in the blue sky over Kloten operates similarly.
These images are accompanied by the short story: "However complex your business might be. Orange keeps all your worlds connected. Successfully taking care of 3 million business people worldwide. Orange is the partner you can rely on." The new campaign will run in seven countries: the United Kingdom, France, Denmark, the Netherlands, Romania, Slovakia and Switzerland. In addition, numerous international airports will be covered with posters.
The next Lowe work for Orange will also be used internationally. The subjects for an MMS campaign bring the claim "If you can imagine it, you can send it" to the fore. Fantasy images culled from clouds are shown, for example, a cloud in the shape of a cupid's arrow aiming for a heart-shaped cumulus cloud in the sky. "MMS in itself is nothing new anymore, so you have to visualize it differently," Tony Hrnek comments.
And another pitch
Following the launch of the international B2B campaign, Lowe in Zurich has also been asked by the mobile phone company to pitch for an international image campaign. Competitors are two other local Orange agencies, Mother in London and BETC Euro RSCG in Paris, as the British magazine Campaign reports. Orange headquarters in London appreciates the work of the Swiss agency, Lowe CEO Kurt Schmid said. The current competitive presentation is not about consolidating budgets. Orange wants to continue working with local agencies, but now wants to present a consistent campaign in all international markets.
Where people work, networks are created: in the streets of Nantes, on rails outside Milan. And orange connects them all.
Andreas Panzeri
