MARKETING MIX: Orange misses all the signals

We've all had our turn at cursing technology. Everybody has had

that heart-stopping moment when the computer crashes and they've

forgotten to save that 5000-word document. And what about resisting the

urge to kick your monitor when the e-mail goes down ten minutes before


And have you ever wondered why the IT department can't drop everything

and rush to our assistance at the click of a mouse? After all, what else

have they got to do?

But the frustration must be worse if you work for a technology


So Mix can only feel pity for the Orange marketing team who thought they

had a fantastic opportunity to showcase its texting capabilities at the

launch party for the Orange-sponsored Q Awards last week.

The event was held at West End nightclub The Hanover Grand. Celebrities

mingled with groupies and media luvvies. The music rocked and the

alcohol flowed.

But the fun wasn't limited to drinking and dancing. To ensure its brand

was an integral part of the proceedings, Orange installed an electronic

message board, hoping that revellers who felt personal contact was too

passe, would send messages for all to see.

You could text your lost mates, or the editor of Q, or even the band

member you've fancied for years and just know that if they could only

meet you, they would feel the same way.

We can only imagine the scene in the organisers' office when it dawned

on them that the party was in the basement, and subsequently a dead area

for mobiles.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug