Orange has launched a 4 million advertising campaign to raise awareness of its 3G network, which currently covers over 93% of the UK population more than any other network. The campaign, created by Fallon, will run in print and outdoors until mid-December, appearing across train stations, buses, digital panels, in airports and shopping malls.
The campaign uses conversational language and is designed to make people feel as if the ad is talking directly to them. The ads play on the idea that no matter who you are or what you are doing, you are likely to be covered by Oranges 3G network.
This campaign was devised to have a fresh and fun appeal to ensure that people see different versions of the adverts wherever they go, keeping the campaign new and intriguing, says Orange UK Brand Director, Spencer McHugh. At Orange were proud of our network and we wanted to remind customers about this great reason to be on Orange. 
