Orange: Orange Just Talk: the campaign that made the competition go 'ouch!'

Anna Hutson

1999 `Just Talk' campaign for Orange mobile phones. Specific objective to raise Orange's share of the pre-pay phone market from 11.2% to 19.5% (over 70%) in last quarter of 1999.
Agency: WCRSAuthors: Anna Hutson

Orange

Orange Just Talk: The Campaign that Made the Competition Go 'Ouch!'

INTRODUCTION

This is the story of the most successful single campaign that Orange has ever run. It took Orange from fourth position in the prepay mobile phone market to first. It staved off the imminent threat of being superseded by One 2 One as the UKs third largest network. Since the campaign launched in November, Orange Just Talk has remained the UKs bestselling prepay phone (according to sales data to 31 March 2000) even though other networks have since copied the...

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