Orange Goldspots: Getting The A Team for free

Orange, the mobile telecom operator, was keen to refresh its ‘Gold Spot’ advertising campaign, the final humorous, celebrity-led reminder to turn off phones screened in UK cinemas.

Orange Goldspots: Getting The A Team for free

Gareth GoodallFallon

SUMMARY

It is commonplace for Planning to use strategic skills to solve a business problem or to change the behavior of consumers. This is the story of how planning turned its expertise to the sort of problem we usually don’t get involved in: the cost and complexity of advertising production. Specifically, how to get more bang for less buck.

The Orange ‘Gold Spot’ advertising has successfully asked people to turn off their phone at the cinema for years. We needed to refresh the concept as it ran out of...

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