Orange

Copywriting

Creative concepting

Brand positioning

Orange needed to reach and engage customers with their new 5G products, apps and services. Different markets had access to different products, but they needed a unified approach in how to position the offering across European markets.

I developed a data-led messaging formula for different persona groups to communicate the new offering. Rather than try to sell the network capabilities, we focused on the incredible 5G-enabled experiences people can have, and developed a creative platform that communicates how 5G can help you thrive – on, and offline.

We created everything the markets needed to make it easy to adopt this new creative approach and customise it depending on their unique local needs. We brought this to life for Orange’s European market teams with a messaging toolkit including inspirational and practical messaging principles. Everything from attention-grabbing headlines to micro copy.

As a result, Orange created a step-change for how the value of 5G is communicated in the market – making it easy to understand, easy to use, and easy to see the extraordinary experiences that are possible.