Full Length Orange Ad on C4 Tonight

[Guest MARKUKCOUK]

anyone see the full length orange advert in the break on Big Brother?

it was the only advert in the break, so must of been about 4 minutes long. the usual sillyness, but more of it! quite good really.

no talk of why i was watching big bro please :-p :)

[Guest awarner [MVP]]

One set of adverts I'm still not sure about :?

They had to get that in though to take some limelight away from O2 :)

PS moved to Off Topic

[Guest Will]

interesting, i can see all kinds of corporate training courses buying chickens now!!

Will

[Guest Paul [MVP]]

I saw the ad, but I think all the current marketing is pretty poor.

You're a phone network Orange, show people cool phones doing cool things!

Wonder how many people have actually asked to be 'trained'?

P

Posted from my SmartPhone!

[Guest Gorskar]

Well we know orange and advertising... where are the SPV adverts then?

Other phone companies run TV adds, bus stop posters, etc etc to promote their phones...

Do you see Orange doing any of that to promote the SPV (or e100 now) ?

I didn't think so.

Do they want this phone to become mainstream??

I think people get other phones because they are unaware of how much they are missing out on.

[Guest Firaas]

I think Orange is trying to get back-in-tune with its older customers, rather than attract new ones with these adverts - which kinda defeats the point in advertising (making money).

The problem is most people wouldn't especially leave their house and drive to the centre of town to meet a phone trainer and ask them to "train them" unless there was something specifically wrong.

I personally think it would be more worth spending the money that was spent on this campaign on advertising unique things, such as the SPV/e100, and services which are unique to Orange - such as the Orange Assistant and Fax&Data, both of which I didn't realise the full existence of until 6 months into contract. The advantage of doing this is that it targets older customers, generates more spending from them, adds to branding and also attracts new customers because of the unique features of Orange.

Orange has spent a great deal of time and money into getting hold of the SPV/SPVe100, and in GPRS data usage - but it is obvious that a network operator is going to do it right, and soon - whether or not it is Orange depends on how they take it from here.

All that is needed to lift the E100 off is a Vodafone Live style campaign - which brought 220,000 customers in the UK (38k in Ireland and a million worldwide) at the end of March - when Orange had 40,000 for the SPV - for a single phone which wasn't nearly as good. That said, if there is a phone to "do it right" and pump marketing money into, it's the Voyager - mainly because it should be the most sophisticated small(ish) phone with an bluetooth and an integrated camera - the latter of which seems to be popular.

It can still be done properly if they are willing - but it seems that little annoying kid on the trainer adverts is controlling Orange.

Still, the Big Brother advert was quite good (despite the annoyingness).

[Guest Rob.P]

The idea is sound just the marketing is v.poor.

Training for technology at the moment is what is holding our tecnological adoption back. Too many people are getting nervous about all this new technology and no it's not limited to the older generation. Only problem with Orange's Trainers is that according to the advert they have all been taught by a young kid, that's great if you are a young kid. Not many people are gonna go to a trainer when the ad clearly puts across the message that a kid can train people to use phones better, not the sort of message that will make you rush down there and ask for help.

It's the classic senario that's sometime used in employment, when you are a Manager of an older workforce, I think the same principles apply.

But then why would I expect Orange's marketing to be any better then CS knowledge of the phones they sell.

[Guest amo]

"]Wonder how many people have actually asked to be 'trained'?

!

You would be very surprised. We have had a great responce to the latest marketing campaign (which was intended not to be as big as it has been, the emphasis was going to be on the hard nosed businessman campaign but because of the massive success of Dylan - phone trainers are now a reality.

As for

Training for technology at the moment is what is holding our tecnological adoption back

you could not be more wrong. to be honest, in the uk there is little scope for any further technologies being launched in the mobile communication sector. Consider MMS - a massive change in the concept of mobile phones, the metamorphasis from a tool of communication to a leisure device and the ammount of customers using the service, in the single figures (percentage wise speaking). Wap, video calling, picture messaging, these are to name but a few of the "recent" developments which haven't caught on because people simply do not know how to use them.

Please bear in mind here at MoDaCo, we are (generally speaking) more technically aware, of services, products and applications. However, this does not reflect on the rest of the mobile phone owner population. The majority of people do NOT fully understand their phone to use it as they may like to. Which is where phone trainers help.

The concept of the child coaching the phone trainers is easy to be misinterpreted. The idea is that phones should not be intimidating, they are tools which can help all of us to go about our everyday life easier. And with the help of a trainer, the general public can realise this and use their phones to their full potential. The child isn't meant to symbolise that any idiot knows more about a phone than a phone trainer, or that an idiot could tell a customer more about their phone.

How can anyone expect new technology to be lauched if the current technology isnt being utilised.

The campaigns aren't aimed at getting new customers, and anyone who beleives it is, has clearly misunderstood the ads. It is obviously about ensuring our exisitng customers are happy with their phones and are able to understand them fully in order to make the most out of them (and in turn generate revenue thorough the use of services such as mms).

Like i mentioned earlier, we are "generally" a niche group (contradiction?)of individuals who are very knowledgable about the sector and advancements. The general public is not. Try to use the example of an it technition complaing at an ad on tv about something like learn direct who offer training on computers, the technition understand computers fully and may prefer newer developments rather than training, but the ad isn't aimed at that him/her.

Just my 2 cents.

[Guest Will]

i think it would be better if orange trainers were available over the phone at OCS, maybe then we could ask important questions of our 'guru' trainer, and they would be clued up to answer properly.

I see new staff in mobile phone stores, and have only ever found one guy who KNEW his stuff, (he promptly left to go onto bigger and better things). This guy used to have a queue of people waiting to speak to him, leaving the other staff idle, because he KNEW the way to get things working/done/sorted.

If orange trainers are destined to be like this guy, i welcome them. If they are supposed to know all about orange phones, am I missing something ?should the front of house staff not ALREADY know this.

Don't get me wrong I understand noone can know everything about every phone, but a better support system for stores would be a better investment?

Just my $0.02

Will

[Guest amo]

I understand where you're coming from Will in regards to the one person who knows what theyre talking about. Unfortunatly, I'm the one for our store and its funny but true that I do often have a cue of people waiting to speak to me. Because a lot of orange staff are not technical experts, there are now cards which have been introduced. If someone can answer your question, we fill in the card with ur details and your question and we have 24hours to answer it. Which is better than fobbingyou off.

Remember, OCS have an entirely different role - theyre not phone trainers, after all how can you train someone over the phone. But I couldnt agree more that they generally need training too to bring them up to par.

A lot of the staff at retail joined the company when emphasis was on sell sell sell. Not training or expertise. So bear this in mind. Their job is no longer to sell you a phone, we dont care about that as our commision comes every time we train a customer. But salesmen who have to change to trainers is very difficult if they were employed for their selling skills.

[Guest Will]

Argh, you mean we get less cute sales ladies!!! abort, reverse decision !!!

How does this card system help? so i go in, and ask a question, they write a card out, then what? do you ring people, send it off? or is it like the bit of card the guy in the shop last wrote on, to ring me when the e-100 is available.. (still waiting).

Will

[Guest fraser]

Put it this way, the ads are very memorable, which is one of the best things to get in advertising. Whether they get oldies in for training or not, Orange is getting good brand necognition from this. The hard-nose businessman ones were crap, but everyone finds the kid funny.

[Guest amo]

Hardnosed businessman didnt go too well at all really, considering the ammount of capital spent

[Guest fraser]

Probably because it was crap. :wink:

I mean, for christ sakes, it's not very clever. "Hard Nosed Businessman"? Jeez. At least the new ones don't look as if someone's dog had eaten the plans and the concept was knocked together in a couple of hours by people with blinding hangovers.