Orange launch marketing campaign for Monkey with TV ads across Channel 4 stations

- The TV ads about the free music and text tariff will be aired across T4, E4 and 4Music and will be refreshed regularly to reflect actual consumer behaviour on Monkey
- Marketing support includes competitions on T4, E4 and 4Music plus other Bauer channels
- Outdoor advertising features Tinchy Stryder, Lady Gaga and La Roux

Orange today kicks off its £5 million marketing campaign for Monkey. Brought to you by Orange and 4Music, it is the first pay-as-you-go mobile package that offers free music and texts just for topping up by £10 a month. The TV campaign will be a series of television ads on Channel 4, the first of which will air today at 17.15 with a spot on Friends on E4 and be followed by appearances at 19.15 for Hollyoaks and 20:15 for Ugly Betty.

Monkey is a unique three way partnership with Universal Music and Channel 4 that gives customers free and easy access to hundreds of thousands of songs streamed through any mobile handset and online at www.orange.co.uk/monkey. Customers are also able to create and share their playlists with friends in a free and legal way.
The TV campaign produced by Fallon is based on a weather report, but instead of reporting on the weather, the report is on the genres of music that are dominating particular regions of the country – for instance, with rock sweeping the north, R&B prevalent in urban areas and pop music dominant in the south. Orange will be shooting new edits of the ads every two weeks which use Orange Monkey data to reflect genuine trends in the music preferences of Orange Monkey users across the country. The TV ad will also run online across Channel 4's - 4OD and channel4.com.
Orange will also be running competitions across T4, E4 and 4Music offering viewers exclusive access to Universal Music artists. The first competition will offer VIP tickets to see La Roux perform in Paris on November 8th.

Outdoor advertising and flyposters will promote the personal playlists of Lady Gaga, Tinchy Stryder and La Roux, which the public can listen to using Orange Monkey. A multimedia ad campaign will start on the 7th of September with Poke which extends the TV weather map idea online by incorporating and updating the ads with live data everyday.

Orange will also be starting its experiential activity shortly with the UK’s first multi-artist holographic gig across five locations in the UK. More details will follow on this shortly.

Spencer McHugh, Brand Director for Orange UK, said: “Monkey is already proving extremely popular with our customers and now with our multi faceted marketing campaign starting today its going to get even better. Drawing on genuine data from Orange Monkey usage, our ads will provide a snapshot of music preferences across the country and will be updated regularly to reflect actual consumer behaviour on Monkey. Combine that with personal playlists from top music artists and competitions, and you can see that we’re creating a whole new music experience for our Orange Monkey customers.”

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Credits
Project name: Monkey Creative agency: Fallon Client & their job title: Spencer McHugh, Brand Director, Orange Brief: To launch Monkey pay as you go, which gives you access to loads of music for free and you can share it with your mates. Executive Creative Director: Richard Flintham Creative Director: Tony McTear Art Director: Selena McKensie Copy Writer: Toby Moore Group Account Director: Katrien de Bauw Account Director: Romilly Martin Agency Planner: Caroline Collinson-Jones Agency Producer: Mike Griffin Production Company: Dab Hand Media Director: Tim Kirkby Producer: Greg Jordan Editor: Reuben Reitor Post-production: eTV Music (if composed/mixed): None Media Agency: MEC Media Planner: Nick Baughn/Stuart Bowden Exposure: UK

About Orange
Orange is the key brand of the France Telecom Group, one of the world’s leading telecommunications operators. With 123 million customers, the Orange brand now covers Internet, television and mobile services in the majority of countries where the Group operates.

At the end of 2008, France Telecom had consolidated sales of 53.5 billion euros (12.7 billion euros for the first quarter of 2009) and at 31st March 2009, the Group had a customer base of almost 184 million customers in 32 countries. These include 123 million mobile customers worldwide and 13 million broadband Internet (ADSL) customers in Europe. Orange is the number three mobile operator and the number one provider of broadband Internet services in Europe and, under the brand Orange Business Services, is one of the world leaders in providing telecommunication services to multinational companies.

In the UK, Orange provides high quality GSM coverage to 99% of the UK population and was ranked number 1 best network for 3G coverage by Ofcom in July 2009. At the end of March 2009, Orange had almost 17 million customers in the UK – 15.8 million active mobile customers and close to one million fixed broadband customers.
Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited.