The above strategy was briefed to the creative agency, Mother, with three scripts written by MPG as stimulus (these are included). Mother then created a documentary about the ‘Orange Training Academy’, with a young boy ‘Dylan’ as its Principal. This acted as our ‘syllabus’ – over 150 executions were created from it across the six channels (30 for TV alone). Each channel ‘taught’ differently – inspiration from TV/posters, instruction from press/radio and involvement from DM/instore.

Millward Brown tracking demonstrated the following: Consumers agreeing with the statement ‘Orange teach you how to use your mobile phone’ moved from 41% to 55%. Vodafone moved down from 38% to 25%, creating a 30% gap. A separate ‘differentiation’ measure on the same attribute had Orange score +21 vs Vodafone/O2 achieving -3. Footfall in Orange shops went up 13.7% year on year. Usage levels and sign up to new products is at record levels.