9/1/2009 1:15:00 PM
Orange launches Monkey tariff with £5m marketing push
Orange has launched a £5m marketing campaign to promote Monkey, the pay as you go tariff that offers ‘free’ music and texts in return for topping up by £10 per month.
The TV campaign involves a series of adverts on Channel 4, the first of which will air today on E4 at 17.15 during Friends. Meanwhile, outdoor advertising will feature artists including Tinchy Stryder (pictured), Lady Gaga and La Roux.
The TV campaign is based on a weather report, but instead of reporting on the weather, the report is on the genres of music that are dominating particular regions of the country - for instance, rock is sweeping the north, while R&B is prevalent in Urban areas.
Monkey is a three way partnership with Universal Music and Channel 4 that gives customers access to hundreds of thousands of songs streamed through any mobile handset and online. Customers are also able to legally create and share their playlists with friends.
Orange also said it will be shortly starting ‘experiential activity with the UK’s first multi-artist holographic gig across five locations in the UK.’