Orange UK is preparing to ditch its much derided "animals" campaign in favour of a generic branding campaign. The Animals campaign, costing around US$18 million was due to run to the end of this year, and was based around classifying customers as a type of animal when selecting their monthly tariffs. Orange said that it had uncovered four distinctive new groups with common personality and taste traits - the fun loving Dolphins, no-nonsense Racoons, sociable Canaries and the no-expense-spared Panthers.
However, the campaign has been largely scorned by media pundits, and it seems - the customers. The campaign will still continue in the press while a final decision is taken, but all poster adverts have been scrapped in favour of a general branding campaign, believed to be preparing to support the re-branding of the France Telecom owned internet service provider, Wanadoo as Orange Internet.
The UK Ad agency, Mother had created the Animals campaign, but then lost the consumer marketing account to Fallon, with the corporate marketing account going to Havas."
Posted to the site on 28th April 2006
Posted to: www.cellular-news.com/story/17166.php