Orange - How two years of advertising created twelve years of value

Charles Vallance

Gold prize winner. First 2 years of advertising for Orange (1994-96).
Agency: WCRSAuthor: Charles Vallance

Orange: How two years of advertising created twelve years of value

 

INTRODUCTION

This paper necessarily deals with advertising's contribution to Orange's success over its first two years (April 1994-March 1996). Using a range of data, it will demonstrate how advertising achieved a performance far in excess of payback.

This paper also seeks to view Orange's advertising in a broader context, demonstrating how the campaign helped create long-term brand value and secure the destiny of a brand which, at launch, few people thought would survive.

Uniquely among IPA case studies, we...

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