Orange - Workplace Revolution

A long-term partnership that created a dialogue between Orange and their target business audience. The results showed the audience’s perception of Orange shifted: moving from being seen as purely a consumer brand, Orange was recognised as a key player in business communications. 

Campaign Objectives

• Increase awareness of Orange as a mobile network for business use.
• Build understanding and credibility for Orange as a business network.
• Increase purchase consideration amongst decision makers for business mobile communications.

Why Times Online?

• To reach the target audience through Times Online Business.
• To start a dialogue with the target audience to engender understanding of, and engagement with, Orange Business.
• To leverage the business credentials of Times Online to provide credibility for Orange as a business network.
• To leverage Times Online’s world-class editorial and business know-how to create excellent, relevant content for the campaign.

Times Online Solution

• Times Online created the Workplace Revolution microsite. Focus Reports on the new ways of working in business ran on the microsite and in The Times. Readers emailed their questions on topics raised in the Focus Reports to a panel of experts. The questions and their responses were published on the site and provoked further debate on the site’s blog. An interactive quiz and a webinar also featured in the campaign.
• Intensive promotional activity on Times Online, in The Times and Sunday Times, and via business emails drove traffic to the microsite.

Campaign Results

• Major uplift in terms of ad awareness.
• Excellent association of Orange with business use.
• Raised awareness of Orange’s range of business services.
• Those who make the final business decision were more likely to consider Orange Business when next looking to purchase mobile communications for their business. Final business decision makers.

Campaign Summary

• Times Online demonstrated how a microsite was able to inform, engage and convey credibility for the offering among the target business users.
• The target audience’s perception of Orange shifted; Orange was viewed as a business brand.
• The target audience re-evaluated their current mobile business relationship in favour of Orange.
• Achieved re-evaluation of current mobile business relationship in favour of Orange.
• Showed how print and online worked together to generate a highly effective campaign.