New Orange Online Ads from Underwired
May 26, 2006, Press Dispensary. Independent digital agency, Underwired ( http://www.underwired.com ), has created an online advertising campaign for Orange Business Solutions. The campaign communicates the new Business Advance plan from Orange online and is the first work to go live since Underwired won the three-way pitch in April 2006.
The campaign’s creative approach dramatises the simplicity of the Business Advance tariff, which does away with bundles of minutes, texts, roaming and data and penalties for over-use, in favour of a single simple allowance with no out of bundle penalties.
Three ad executions have been produced by Underwired. "No more guessing games" illustrates the impossibility of pinning down which company staff will spend what in advance. "Like tariffs only simpler" points out the difference between traditional tariff methods and the new Business Advance billing method. And "Simplify this page" is based on contextual advertising, providing a simple, witty précis of the content of specifically selected articles on target sites.
James Kipling, SME campaign manager at Orange Business Solutions, comments: "Underwired came back with an engaging way of communicating our new Business Advance plan online. In such a competitive market, it's important to make our communications work harder. Underwired is helping us do just that."
Underwired has worked closely with specialist online media buying agency, i-Level, to establish a testing framework for the creative.
Underwired won 74% of its pitches in 2005 and increased its fee income by more than 50%. This growth was helped by a rapid expansion in its eCRM work for clients including Virgin Holidays, which won the BIMA Award for Best eCRM/Email Marketing Programme in 2005.
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Notes for editors
Underwired is an independent digital specialist and was set up in 1996. It is headed by Felix Velarde (managing partner), Jason Holland (creative director) and Lazar Dzamic (planning director).
The agency creates websites, eCRM programmes and online advertising and marketing campaigns for clients including Virgin Holidays, Harrods, the Barbican, AXA PPP Healthcare, Start-rite Shoes, Penguin Books, Friends Reunited, Royal Marsden Cancer Campaign, National Missing Persons Helpline and AAR. Underwired’s fee income grew by 50% in 2005, helped by the expansion of its eCRM activities, which earned the agency a BIMA Award for Best eCRM/Email Campaign, along with commendations at both the New Media Age Awards and Campaign Digital Awards.
For further information please contact:
Felix Velarde, managing partner
Tel: +44 (0) 207 012 3992