A wild approach to customer segments | Orange

The challenge
Every large organisation has large amounts of data on who its customers are and what they are looking for. The hard part is to integrate these insights into internally recognised holistic systems that can make choices for the customer easier to make.

The thinking
The now iconic animals of Orange were our response to the desire on the part of Orange to create a new tariff system that would cut through the many and varied tariff offers of the traditional network.

Working with customer research, proposition development and UK brand teams we were able to develop and agree on a new family of names that provided a more intuitive but customer focused series of offers that were easier to navigate.

The outcome
This new approach was adopted by Orange UK and has since grown into an accepted high street lexicon that allows Orange to constantly improve its offers without confusing its customer base. It also allows for Orange customers to quickly navigate different tariffs and benefits based on real-life usage.