Orange announces ‘new vision and brand campaign’ in Africa - Project « Galilée »

Digital Content

Orange-France Telecom (FT) announced that from 18 May 2009, Orange will be launching a pan-African brand campaign across the majority of African countries where the brand is present.

To better compete with other African players such as MTN, Zain, Tigo ou moov, Orange will unveil its new international vision: ‘together we can do more’. The telco, and content provider and distributor -including TV programmes via the Orange Livebox- outlines that this is the first time it has rolled out a single brand campaign across so many markets.

Countries involved are: Senegal, Mali, Niger, Guinea, Guinea Bissau, Cote d’Ivoire, Cameroon, Central African Republic, Botswana and Kenya. The first round will reach Mali, Guinea and Botswana. This campaign is being coordinated by the Publicis group, and is based on a TV publicity film shot in South Africa to be shown in all the relevant countries, as well as press and posters.

FT says its new pan-African launch is a 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.

Five communication agencies present in Africa have been involved: Leo Burnett, Mc Cann, Saatchi & Saatchi, Voodoo, DFA . In Senegal for example, the advertising will be broadcasted via RTS, WalfTV and 2STV, as well as on radio and posters.

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. Another objective of this campaign is to reconciliate locals with the brand and better communicate towards Fifa World Cup to be help in SA next year.