'Big switch-on' continues with multi-million pound advertising campaign
- Orange and T-Mobile launch multi-million pound joint advertising campaign with a TV advertising first
- 27 million customers to enjoy the benefits of two networks for the price of one by June 2011, enabling better coverage for everyone
- Important next step in the journey to create a super network – the single biggest transformation in mobile networks since the birth of the mobile industry
Everything Everywhere, the UK's biggest communications company, today announced the next phase in the network integration between its two mobile brands, Orange and T-Mobile, which launched on Sunday, 13th February with a multi-million pound advertising campaign that will appear on TV, outdoor, in print and online.
The campaign, led by Saatchi & Saatchi working in partnership with Fallon, is based on the company's two famous brands appearing 'head to head' and in conversation – a UK first and an evolution of last year'ss print and outdoor campaign, which advertised the initial 'opt in' phase of the service.
Since October 2010, more than five million customers have signed up to enjoy access to both brands' 2G networks, enabling more coverage for everyone, by allowing more calls and texts to be made in more places at no extra cost. The latest development, which began to roll out on 31st January, will automatically enable all customers of both brands to use both 2G networks, with all 27 million customers to be switched on during the next three months.
Later this year, customers will gain access to both brands' 3G networks to use the internet in more places, and will also be able to pick up the strongest signal and switch between networks, even when on a call.
Spencer McHugh, Brand Director at Everything Everywhere – the company that runs Orange and T-Mobile in the UK – said: "Giving our customers access to two networks is a unique benefit and we want to reach as many people as we possibly can. Last year's campaign with our two brands speaking to one another proved really popular and so we've decided to take our message to more people via TV."
To benefit, customers will simply be sent an update to their mobile phone, which will enable them to use both of the brands' 2G networks, with no changes to their existing tariff, call or text charges. Customers will receive a text message from their home network to let them know about the changes and can find out everything they need to know about the service, or how they can sign up, at www.orange.co.uk/signal or www.t-mobile.co.uk/signal.
All media was booked by MEC and Mediacom. The print and online advertising began on 13th February and the TV advert will air for the first time on ITV from 7:30 p.m. on Wednesday, 16th February.
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About EE
EE is the most advanced digital communications company in Britain, providing mobile and fixed line services to 27 million customers, and will soon become the first company in the UK to provide 4G mobile services alongside fixed-line fibre.
EE is the company that runs the Orange and T-Mobile brands in the UK, and will be launching its new superfast 4G brand – EE – in the coming weeks.
Its 4G service will cover a third of the population by the end of 2012 and its fibre service will cover 50% of the population by the end of the year.
EE's mobile service currently provides coverage to 99% of the population with 2G and 98% of the population with 3G
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