Catch them as they're about to leave the country - at the start of the summer season and in holiday environments. Visually, provide the reassuring feeling that using your phone abroad is just as easy as at home. Encapsulated with the line: Be at home abroad. At the 'before you go away' preperation stage we give the simple steps required before they can use the phone abroad (plus free travel plug adapter offer). At the airport they're in holiday mode. The message here had to be simpler but Orange people were on hand if they needed any last minute help.

This integrated campaign was a resounding success - and not just in terms of more people using their phones abroad. For example, nearly 43,000 took up the offer of free travel adapters - an impressive 13% conversion rate. (This contributed significantly to a 12% increase in footfall through the stores as people picked up their plugs). The bill insert alone directly increased the use of the Orange text back service by over 11% during the period.