Agency developed a simple and differentiating creative, making use of the Orange logo (the orange square). The campaign was launched in January 2003. As one of the major facets of the integrated campaign, the 'Glass Cleaner' DM is sent to selected high-yield business users. By vividly dramatising the message 'Orange means clarity', customers are reassured of one of the major strengths of the network.

The 'Glass Cleaner' DM together with the other media of the campaign achieved up to 34% advertising recall in January 2003. It's also contributed to a significant uplift of the brand's image. "The 'Glass Cleaner' DM is a perfect vehicle to convey the message to our high-yield customers. It's simplicity is exactly what Orange is all about. It's definitely the right tool to communicate with right targets at the right time." said Ms Maggie Cheung, marketing manager, Hutchison Telecom (licencee of Orange in Hong Kong).