CorpComms Magazine

UK mobile phone providers Orange and T-Mobile have launched their first joint advertising campaign, marketing shared access to the two networks for all 27 million customers.

The £4 million print and poster campaign consists of a series of adverts for the two companies side by side, both retaining their separate logos and distinctive pink or orange colouring, in conversation about the merging of their roaming services.

One T-Mobile branded ad reads, 'Good news! Orange customers can use T-Mobile's signal as well,' and Orange replies, 'And vice versa (which is Latin for right back at you)'. In another Orange announces, 'T-Mobile customers can now use our signal', with the T-Mobile rejoinder 'Ditto'.

The two brands are sharing perks and privileges across the parent company Everything Everywhere. 

Tom Alexander, chief executive of Everything Everywhere, said: 'Today's switch-on is the culmination of a unique and hugely complex technical project. But the result is simple - our customers now get two networks for the price of one.

'That means 27 million consumers can now keep close to the people, places and things that matter to them in more places than ever before. This is the first step in our vision of giving our customers instant access to whatever they want, wherever they are - instant access to everything, everywhere.'

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