Orange: How two years of advertising created twelve years of value

This paper covers mobile telephone advertising by Orange from 1994-96 with particular reference to market competitors Cellnet and Vodafone. Brand awareness and recall of media advertising was achieved by the creative treatment from WCRS. Advertising payback was measured at a return in excess of £300 million for an outlay of £26.3 million. The campaign was seeen as a vital component of Orange's flotation in 1996.