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Orange campaign for free texts extension targets teens.(Brief Article)
Text-mad teenagers are being targeted by Orange in new television ads that aim to build more business on the back of the trend.
Mother has produced a trio of ads breaking nationally this week in a campaign directed at 16- to 18-year-olds and non-Orange customers.
Initiative Media is handling media planning and buying for the advertising, which supports the extension of Orange's free weekend text offer. Since the launch of the service in April, the company claims to have attracted more than 250,000 new pay-as-you-go customers.
The first ad is set in an 'all you can eat' steak house, where a young couple on their first date are bombarded by messages from their friends checking on their progress. One message to the boy advises: 'Don't touch the garlic bread.'
In another spot, a girl working at ...
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