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Orange Ad Campaign: I Am… Lost?
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Current Date: 09/02/2010 12:15:37
Comments
Interesting
It's amazing that large companies such as Orange can make mistakes like these.
Comment posted by Anonymous on 23/07/2008 09:36:53
Share and share alike
With the likes of Vodafone losing massive amounts of value on its shares, Orange could be next if it doesn't make the most of its online advertising budget.
This could have been a really cool ad campaign featuring people contributing their own "I ams" - a bit like the famous PostSecret blog - but I think Orange has missed a trick.
Comment posted by Anonymous on 23/07/2008 15:54:10
It's silly!
Comment posted by Anonymous on 23/07/2008 19:26:22
Missing the point
You make an interesting argument, however, I think you are missing the point. Orange’s call to action mirrors user behaviour online and highlights how search behaviour has changed.
Orange has always been one step ahead of the rest when it comes to producing cutting-edge advertising and it's definitely not that they forgot or didn’t factor SEO into their budget.
They have used a technique that I think we will undoubtedly see more of over the next year. They are capitalising on user behaviour - the amount of times users type a brand or part of a URL into a search box instead of the actual link is growing tremendously and is potentially going to change the search marketing landscape.
Comment posted by Anonymous on 18/08/2008 22:25:21
Really?
Do you have any evidence to support your claim that 'it doesn’t appear to be doing very much within the global community on the internet'.[sic]?
Comment posted by Anonymous on 19/08/2008 14:07:14
Surely the fact the writer has used the words, and quot;after at least a fortnight and quot; and and quot;at the time of writing and quot;, as well as a screenshot of the results at that time means that this is a very time-specific story.
I agree that there's no way that this ad campaign wouldn't eventually succeed though.
Comment posted by Anonymous on 19/08/2008 15:45:31
I agree
True - there's no way it wouldn't eventually succeed. Orange are a powerful advertiser and this scheme is most intriguing.
Comment posted by Anonymous on 19/08/2008 22:36:01
I am lost too - Orange I am
Offline the campaign was creative, innovative and attention grabbing. With a big call to action to search online for "I am" expectations are high, but unfortunately are not met. Online deployment was and still is very poor. So much could have been done, but so little was. There's a debate at http://community.brandrepublic.com/forums/p/7402/27314.aspx#27314 where it appears an agency representative has tried to justify the campaign... only to be shot down in flames! It's quite amusing.
Comment posted by Anonymous on 12/09/2008 17:04:01
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