Orange Different Business

Background

Orange is such a powerful consumer brand it struggles to connect with a business audience. The agency was briefed to make Orange more business-like. But they said, don’t try to be more business-like, talk to business people who are Orange-like.

Orange is a brand that has always been different. They were the first mobile phone company to charge calls by the second; the first not to charge for dropped calls; the first to give away free pizzas. Why not connect with those business people who are attitudinally aligned?