Research showed that girls aged 18-24 had previously been ignored by mobile marketers. Seeing this opportunity, our strategy was to appeal to these females who were more concerned with fashion than features.Our idea was to make the x830 this season’s must-have accessory: “The only compact a girl needs”. First we changed the x830 from cellphone grey to feminine pink – and then changed the name from x830 to a more female-friendly ‘Blush’. We then partnered with Benefit Cosmetics – the brand of the moment for this target market – and offered a £50 Benefits Cosmetics gift pack to the first 10,000 purchasers.

•Orange sold all 10,000 Blush limited edition gift packs within the first two weeks.•Even after the gift packs had sold out, Blush went on to sell another 30,000 units in the next six weeks.•Samsung beat LG and Motorola to become the number one handset manufacturer for two consecutive months at Orange.•Blush is held-up as a benchmark for a ‘priority promotions’ within Orange Retail.