France Telecom Launches $30m Campaign to Rebrand Mobile Units as Orange

15 June 2001

France Telecom’s $30 million rebranding campaign for its three French mobile phone operators Itineris, Ola and Mobicarte – tipped to be the country’s biggest marketing effort this year – begins in earnest tomorrow.

The three brands, between them commanding 15 million subscribers and 48% market share, are to be folded into FT’s Orange service.

Handling the campaign is Havas-owned BETC Euro RSCG in Paris, which won the brief in April after pitching against the three operator’s incumbent shops [WAMN: 10-Apr-01].

Three teaser TV ads have already appeared earlier this week and tomorrow the push moves up a gear, with the launch of four TV spots. Later this month, the agency will air ads directed by Hollywood giants Oliver Stone and Martin Scorsese. The campaign takes as its signature tune the Beatles song ‘Revolution’, a track which, says Orange general manager Didier Quillot, “everyone knows, everyone understands and everyone likes.”

Orange is spending over $15m on advertising in the next month, with a further $15m devoted to direct marketing, package redesign and the overhaul of sales outlets. Although annual adspend on Orange has not been disclosed, France Telecom is estimated to have invested $140m in its mobile brands last year.

News source: AdAge Global