Orange deploying its new vision and brand campaign in Africa
From the last May 18, Orange has launched a pan-African brand campaign across the majority of African countries(*) where the brand is present unveiling its new international vision: “together we can do more”. This vision is founded on a strong conviction: “At Orange we think we can all be more and do more as individuals, through our relationships and interactions with others. We believe in the power of community.” Orange’s aspiration is to liberate and inspire people with simple ideas and services to help them connect, collaborate and co-create in new and exciting ways.
This vision is based on a strong sense of sharing, community and mutual recognition, and these same values underpin African culture and are common to all the continent's countries. The principle of a single dedicated pan-African campaign therefore represented a natural choice, further strengthening the brand's consistency across the markets as well as close ties with its customers.
The tone for this campaign is set by the statement at the end of the film: “I am delighted because thanks to everyone I can share my experiences with the people I love”.
This is the first time that Orange is rolling out a single brand campaign in as many countries. Coordinated by the Publicis group, this campaign has been made possible thanks to close cooperation between all the subsidiaries concerned and their respective advertising agencies.
The launch operation is based on a TV publicity film to be shown in all the countries, as well as press and poster resources.
This pan-African launch is a new step in the global deployment of Orange’s new vision, which was rolled out across Europe throughout the second half of 2008 and the first quarter of 2009, covering 123 million Orange customers in more than 30 countries. It is being carried out during a year when the Orange brand, ranked as the 53rd global brand in Millward Brown’s latest research, is celebrating its 15th anniversary.
find out more
our brandVision microsite
(*) The campaign is being launched in the following countries: Senegal, Mali, Niger, Guinea, Guinea Bissau, Côte d’Ivoire, Cameroon, Central African Republic, Botswana and Kenya.
