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

deadline?



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

brand.



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.



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