EE TV Ad Launches Tonight Promoting New Orange PAYG Mobile Deal

Following the merger of Orange and T-Mobile to form the EE brand as the largest UK mobile phone operator, a major new Orange TV marketing campaign is set for launch this evening.

Having previously refrained from large marketing campaigns to differentiate Orange and T-Mobile in favour of promoting EE's offering, the new ads will see Hollywood actor Kevin Bacon dragging "a shed load of data" along a beach and describing Orange's pay-as-you-go (PAYG) offering of 1GB of mobile data free with every £10 top-up.

The ad campaign is set to run until September. Since EE still wants to demonstrate that Orange and T-Mobile are part of the same umbrella offering, complementary through-the-line marketing activity will feature EE's aqua brand and colour.

Spencer McHugh, EE's Director of Brand, commented on the campaign launch: "Kevin Bacon has been a big hit with our EE audience and he's back in this instalment of our summer campaign to help push the Orange 'shed load of data' deal. Orange plans are an important part of the EE offering and the new creative helps show off the amazing data deals that you can get on 3G with Orange pay-as-you-go."

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