Orange has unveiled a new global brand vision and campaign which is claimed to reflect the company's transformation into one of the world's leading providers of digital communications. The vision, expressed in the statement: "together we can do more", will be brought to life in the company's largest ever global integrated campaign to be launched across Orange's worldwide markets starting on the 5th July 2008 in the U.K.
The campaign, created for Orange by Publicis Groupe and executed by Fallon, will be rolled out in the UK on 5th July, followed by Switzerland, Poland, Romania, France, Slovakia, Spain, Africa and the Middle East in the following months.
"The Orange brand was originally developed for one technology in one market – mobile telephones in the U.K" says Caroline Mille, Senior Vice President, Brand and Communications. Orange. "Today, just 14 years later, the brand now spans a range of technologies (internet, T.V content) and reaches consumers in 26 countries, covering very different cultures. Thanks to its global enterprise services, Orange also has operations in most markets around the world. Since 2006 it has been the key brand of the France Telecom Group and now includes mobile, internet and TV services plus content associated with these three platforms. Despite this change, the brand has lost none of its strength, staying true to its original values which have become the values of the whole Group. The new brand vision allows us to truly communicate everything that Orange now stands for".
