MPG’s and Orange’s communication goal was to provide a platform that would communicate the message that the Orange website provides you with the all of the information you need in the palm of your hand. The target was to increase registrations on orange.co.uk. MPG demonstrated the variety of uses for the Orange website by creating information portals that would increase awareness and registration. MPG created the Orange Internet Guide – a fold-out entertainment listings guide, distributed via postcard racks in bars, clubs and cinemas. The Guide replicated the service available on orange.co.uk in terms of both content and design. We liaised between Boomerang, the postcard producer, and orange.co.uk’s content providers, to ensure that the Guide was produced in line with the client’s stringent brand guidelines.

The Guide provided the client with: 1. A media first2. A novel and effective way of combining advertising with editorial to target ‘Third Spacer’ audiences identified by MPG as most likely to register on orange.co.uk3. A way to literally recreate orange.co.uk’s services to a busy audience. MPG’s team in the UK has been the leading adviser to Orange on their communications and media strategies for a number of years. We recognized that Orange’s targets for increasing revenue meant they needed to encourage more users to use their phones for ‘more than voice’. A central plank of this strategy is to deepen the relationship with users by encouraging them to register on orange.co.uk. This site offers a service that can send useful information to user’s handsets. MPG identified a crucial target group for Orange - ‘Third Spacers’ –users who spend a lot of leisure time away from home or work, and therefore don’t have continuous Internet access. They might therefore conceivably miss an important email, or lack the means to get listings information when they are away from their Internet portal. MPG therefore created a bespoke entertainment guide ( a media first), that replicated the Orange website, and we ensured that these guides were distributed in all of the key outlets frequented by ‘Third Spacers’. We provided a novel and innovative way of combining advertising, and editorial, in order to attract users onto the website. While the guides were part of a larger multi-media campaign, their success contributed to: An above average pick-up for the Guide250,000 registrations on orange.co.uk, over the campaign periodOn the Millward Brown, attribute, “has more services to use your phone for”, Orange had a significant rise of 12 points from 3rd place to 1st place.

MPG’s team in the UK has been the leading adviser to Orange on their communications and media strategies for a number of years. We recognized that Orange’s targets for increasing revenue meant they needed to encourage more users to use their phones for ‘more than voice’. A central plank of this strategy is to deepen the relationship with users by encouraging them to register on orange.co.uk. This site offers a service that can send useful information to user’s handsets.