Everything Everywhere hopes to grab market share over February and March with twin campaigns designed to cast T-Mobile as a “bargain” brand and Orange as the network that “goes the extra mile”
Everywhere Everywhere (EE) is launching two simultaneous marketing campaigns accentuating the differences between the Orange and T-Mobile brands.
The operator said the multi-million pound campaigns were aimed at increasing its share of the voice market over February and March.
Both campaigns are based around concepts of what the brands represent and the needs of their different customer bases that will influence advertising by the operator throughout the next year.
The T-Mobile “what Britain loves” ads (pictured left) will emphasise the brand as a “bargain” using “different items, personalities, concepts and of course obscurities, all of which will be celebrating all things British”.
The ads will debut online on February 2, before airing on ITV on Saturday February 4.
They will then be shown for a two month period on ITV, Channel 4, Five and other channels.
The lead agency working on the campaign is Saatchi & Saatchi, the firm behind T-Mobile’s successful ‘Royal Wedding’ ad.
EE has also hired media agency MEC, marketing agency TMW and creative agency Chemsitry to work on the campaign.
In contrast, the Orange ads (pictured right) will attempt to place the brand as the network which “goes the extra mile” for its customers.
It will feature a team of “magical ninjas” who help Orange customers.
The Orange ads will also have their broadcast debut on ITV on February 4, before rolling out to other channels for a two month period.
The lead agency on the Orange campaign is Fallon, which has previously worked on the Orange Muppets Gold Spot campaign. MEC, Chemistry, marketing agency Iris and digital agency Poke London have also worked on the campaign.
EE director of brand Spencer McHugh said: “We are extremely proud and privileged to be running two of Britain’s most famous brands – T-Mobile standing for brilliant value for money, and Orange showing it goes the extra mile to offer customers more.
“Our assault on the market is underpinned by ensuring our two campaigns are distinct, and relate directly to the needs of the two customer bases”.