Orange: Just talk - the campaign that made the competition go 'ouch!'

The aim of the 'Just Talk' campaign was to raise Orange's share of the pre-pay mobile phone market from 11.2% to 19.5% (over 70%) in the last quarter of 1999. The advertising used a unique proposition in the TV, press, radio and bus sides campaign - 'no hidden charges, no voucher expiry date'. This resulted in Orange moving from 4th to first place in the market, beating all competition. ROI works out at a lifetime value of £1.95 billion. The increase in purchase consideration is equivalent to £394 million return, on adspend of £9.6 million