So simple, yet so powerful. We took recognised business icons and simply turned them orange to dramatise the fact that more and more businesses were turning to Orange. Business publications, national press and posters were the main channels of communication, however there was also intelligent use of taxis and interactive outdoor formats – transvision posters, (the large screens above the destination boards at railway stations that can carry a limited moving image).

The transvision poster created a lot of press coverage, not only did we have a moving poster but the clocks were all set to tell the correct time across the world. This further enhanced the perception that hi-tech was at the core of the Orange proposition. Although this was a brand perception campaign, we have to date delivered 738 inbound responses, generating 44 corporate and 59 medium leads.