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Orange Ad Campaign: I Am Lost?Earlier this month mobile phone firm Orange launched its biggest global ad campaign ever across traditional and new media to rebrand the company with a new phrase. Apparently, the future is: "I am".
Unfortunately the billboard and press ads that call on people to search online for "I am" have left many users phoning a friend since Orange have had to pay through the nose for a sponsored link on Google instead of appearing anywhere in the first eight pages of naturally ranking results. It would appear to be a case of "I am" not working very well, after at least a fortnight.  Considering the campaign developed by ad agency Fallon is
worth tens of millions of pounds and is supposed to promote the themes of
“the power of community” and “together we can do more”, it doesn’t appear
to be doing very much within the global community on the internet.
No doubt the mobile phone operator will be hoping that its marketing in traditional media is more financially friendly and that Google users will be able to find their way to http://www.i-am-everyone.co.uk/. Perhaps we’re just being pedantic. Any user who knows their backspace from their elbow would search for "I am" with the word "Orange". That search does currently reveal some naturally ranking news about the campaign, but most of them are around two weeks old. Still no sign of the official Orange site for the ads in the natural results at the time of writing. Surely they should have used some of their reported $60m advertising budget to employ some new media agency to ensure users are lured to the correct website?  Jonathan Morley, the vice-president of global brand at Orange,
said the campaign would "inform everything we do". Justin Billingsley, brand director at Orange, added that "the most powerful part of this campaign is its integrated nature – there are 120 different executions, touchpoints along the consumer journey to make sure that it feels consistent with a closer connection between the campaign and Orange.” Informed and integrated? I am at a loss for words. Orange News posted on 18/07/2008 11:07:44 Have your say!Orange
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boss plots market comeback Orange chief sets ambitious target
to recreate former glories. |
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