Lisa Cheung

Brand and Marketing Director

Orange brand campaigns

From launch, Orange mobile was a pioneer in the mobile telecommunications industry. They humanised technology with their first brand campaign and famous tagline - "the future's bright, the future's Orange". By the time I joined Orange, the mobile telecommunications industry was saturated with old and new players - all proving very strong competition. Orange needed to remind people why they loved Orange and show it was providing value for money and added-value to its customers in order to compete (I remember being a Vodafone customer and jealous of my friends on Orange back in the day). The campaigns launched during my time were about packaging all the great things you get as an Orange customer and reminding people of the brand's affinity with film and reclaiming our playful tone of voice once more having gone through a slightly dry and corporate phase. Orange's strongest proposition - Orange Wednesdays (the famous 2for1 cinema tickets for you and a friend on Wednesdays) and other value propositions had to be elevated in a new way once more. This was done under the campaign platform - More from Orange, for you.

Part of my role at Orange was heading up the entire media budget. Negotiating and placing Orange's biggest media buy - the UK cinema goldspot deal - adverts placed between the movie and trailers including 'turn your mobile off sponsored message' and Orange Film Board ads to further drive Orange brand affinity to film