If you know what you're after | Orange

The challenge
The Orange Advertising Network helps to connect advertisers to advertising space through a network of publishers, partners and web properties. Orange can communicate to end customers through '3 screens' (mobile, IPTV and range of internet properties) thanks to their international network. Figtree were tasked to develop a communications approach for this business division. Our solution needed to express the difference of the Orange offer in a crowded market, and stand out as a premium, unified, global Advertising Network.

The thinking
Communications within the complex B2B eco-system of ad-space and ad-buying communications lack humanity and are very performance driven. We wanted to use the optimistic friendly nature of the Orange brand to stand out, but we needed to be able to communicate important messages about the Advertising Network's effectiveness at reaching the right target customers for their clients.

We decided that an illustrative communications approach would instantly stand out in a B2B space usually crowded with stock imagery. We needed something really flexible that would work for lots of different messages across international markets. We developed, over several weeks, 150 different illustrations of characters (from teachers to tennis players) and objects (from cupcakes to calculators) which tell stories about the breadth, range and diversity of the people that Orange have access to. This 'brand world' also enabled us to communicate the flexibility and effectiveness of the targeted offer.

This illustrative world we created can be found on the Orange brand site and is used globally by the Orange Advertising Network for all types of communications.

The outcome
The success of the communications approach was because it was flexible enough to communicate a wide range of different messages in an 'Orange' way to a predominantly B2B audience. Internally, the communications approach was very quickly adopted, with employees choosing their own character from the image bank to use as an email signature. The Orange Advertising Network continues to grow and now reaches more than 320 million customers worldwide.

orangeadvertisingnetwork.com