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Orange mailing backs soccer service.(World Cup promotion)(Brief Article)
The mobile company Orange is backing its range of World Cup services with direct mail activity, aimed at selling products to subscribers.
Craik Jones Watson Mit-chell Voelkel has created a mailing that resembles a football net, with the line 'you won't miss a goal' across the envelope.
It will target 500,000 Orange subscribers, which it knows from its database are football fans. On opening the mailing, consumers will find a set of spoof football cards featuring England players who have all missed penalties in major competitions.
The cards show Stuart Pearce, David Batty, Gareth Southgate and Chris Waddle, and each is used to highlight a different Orange service. The creative idea behind the campaign is: 'They missed a goal. But you won't.'
Orange is offering services including a World Cup Watch, providing fans with all the news from the tournament via text alerts for pounds 9.99. A ...
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