Everything Everywhere launches marketing assault with new T-Mobile and Orange brand campaigns for 2012
Everything Everywhere today announces the launch of large scale integrated marketing campaigns for the T-Mobile and Orange brands – delivering a bespoke creative platform for each, both of which are set to run for the entire year and will demonstrate the clear differences between the brands and needs of the two customer bases. The initial iterations of these new creative platforms will be launched for both brands simultaneously, as Everything Everywhere aims to gain significant market share of voice throughout February and March.
The T-Mobile campaign will bring together everything that Britain loves, to celebrate something else that Brits love – a real bargain. This could – and will – be anything from space hoppers and cheese rolling, to conga dancing and fake tan – with each iteration set to show different items, personalities, concepts and of course obscurities, all of which will be celebrating all things British.
The first of the ‘What Britain loves’ ads opens on a quaint village. We start with seeing a group of adorable grannies, who are joined by a large marching band. The group quickly swells to include micro-pigs, chanting football supporters and fake tanned Beefeaters – all of whom then hurtle down a hill after a large piece of cheese. The end result is a huge mosh pit of hundreds of eclectic British characters all dancing round a giant cheese structure, celebrating the new ‘The Full Monty’ plan, which offers unlimited internet, texts and ‘shed loads of calls’ all for just £36 per month.
The ad will launch online on Thursday 2 February, and will first air on TV on Saturday 4 February during ITV1’s ‘Take Me Out’ and Channel 4’s ‘Million Pound Drop’. The 90 second launch ad will run all weekend, and will then be followed by 60 and 30 second versions showing for a two month period on ITV, Channel 4, Five and a large number of multi-channels.
The lead creative and digital agency for the T-Mobile campaign was Saatchi & Saatchi – who also created last year’s T-Mobile ‘Royal Wedding’ ad, which has been ranked in the top ten most watched ads online of 2011, watched by over 20 million people. T-Mobile also worked with media agency MEC on media buying and planning, marketing agency TMW on direct marketing creative, and integrated creative agency Chemistry on retail.
The Orange campaign introduces us to a team of magical ninjas. They represent the invisible Orange network, appearing when a customer needs them and setting off on missions to bring customers more.
The first of the ninja ads opens on a man – who is clearly bored – sat waiting at a train station. Time suddenly slows down, and our magical Orange ninjas appear – they work as an ‘invisible’ yet brilliant crack team to bring him a copy of The Times and a pair of headphones playing music from Deezer, even ensuring he’s got a good view of the football by carefully angling a mirror towards a bar where it’s showing, so he can watch it in the reflection. Now the ninjas’ work is done, they disappear – everything they have placed with the man has also disappeared, but he still has his phone – which is all he needs to get a subscription to Sky Sports mobile TV, The Times or unlimited music worth up to £20 a month, free, on top of all the minutes, texts and data on Panther from Orange.
The ad will launch on TV on Saturday 4 February, at 8:15pm during ITV1’s ‘Take Me Out’. The 40 second ad will then continue to show for a two month period across ITV, Channel 4, Five and a large number of multi-channels.
The lead creative agency for the Orange campaign was Fallon, who also worked on the recent Orange Muppets Gold Spot. Orange also worked with integrated creative agency Chemistry on direct marketing creative, marketing agency Iris on retail creative, digital agency Poke London on digital and media agency MEC on media buying and planning.
Spencer McHugh, Director of Brand at Everything Everywhere, commented: “We are extremely proud and privileged to be running two of Britain’s most famous brands – T-Mobile standing for brilliant value for money, and Orange showing it goes the extra mile to offer customers more. Our assault on the market is underpinned by ensuring our two campaigns are distinct, and relate directly to the needs of the two customer bases”.
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.