Orange Business Services is running a bespoke three month campaign on CNBC Europe, the leading pan-European business and financial TV channel, to highlight its European roaming services.
The pan-European campaign, bought through MPG International following a pitch involving several media owners, is Orange’s only above-the-line activity that targets a business audience. CNBC Europe was selected not only because of exclusive senior business leader audience and its pan-European reach, but for a simple bespoke idea reflecting Orange Brand values.
Made by CNBC Europe’s in-house Creative Services team the campaign works around a central theme entitled ‘my world.’ The creative consists of three 60 second vignettes of different business people, who rely on technology while travelling around Europe to keep in touch with their work, friends and family. None of the executions feature mobile phones, but communicate the ease and simplicity that business people can benefit from, highlighted by key words such as ‘relax’ and ‘simple.’
The campaign is supported with a dedicated microsite, www.cnbceurope.com/myworld, where people can watch the vignettes and learn more about the individuals featured. The site also links through Orange’s website, www.orange.com/businesstravel, where customers can find out more about Orange’s business roaming services.
Liz Stainthorpe, VP European Sales Director, Orange Business Services commented, “The campaign enables us to target the difficult to reach business audience in an engaging manner. CNBC Europe was able to design us a bespoke campaign that was creative and reflected our brand values.”
Ian Rotherham, Head of International, MPG commented, "We are delighted to be able to work with CNBC Europe on this integrated campaign. The channel hits exactly the right target audience for Orange and through our strong relationship with CNBC we have been able to work together to develop a creative and unique media solution that really communicates Orange's core offering."
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About CNBC Europe
CNBC Europe is the only pan-European real-time financial and business channel dedicated to European CEOs and senior corporate executives, the European financial services industry and the European investor. Today the channel is available in over 100 million homes, 1,400 banks and financial institutions and thousands of four and five star hotel rooms throughout Europe, the Middle East and Africa. CNBC Europe is wholly owned subsidiary of NBC Universal. NBC Universal is the broadcasting unit of the General Electric Company (GE).