Orange has launched a £5 million marketing campaign for its Monkey prepay music tariff.
The television campaign will run on Channel 4 and E4 during Friends, Hollyoaks and Ugly Betty, the first of which will air on Channel 4 at 5.15pm today (September 1).
The television campaign is produced by Fallon and is based on a weather report concept. The advert will change every two weeks, reflecting current music trends.
Orange will run competitions in conjunction with T4, E4 and 4Music. The first competition will offer VIP tickets to see La Roux in Paris on November 8.
A multimedia campaign will commence on September 7.
Orange UK brand director Spencer McHugh said: “Monkey is already proving extremely popular with our customers and now with our multi faceted marketing campaign starting today its going to get even better.
“Drawing on genuine data from Orange Monkey usage, our ads will provide a snapshot of music preferences across the country and will be updated regularly to reflect actual consumer behaviour on Monkey.
“Combine that with personal playlists from top music artists and competitions, and you can see that we’re creating a whole new music experience for our Orange Monkey customers.”
With the Monkey tariff, customers can download songs for free when topping up £10 or more each month. Customers will also receive free text messages.