Orange has launched an ad campaign to promote the launch of Tiny Top Ups, which lets Pay As You Go customers top up as little as 10p at a time. The ads, aimed at young adults, highlight just how easy it is to stay in touch using the pennies in their pocket.
The 30-second TV commercial created by Fallon London, follows a cast of animated characters and a rolling 10p piece, which travels through the city triggering “lots of fun and memorable moments”. The 10p ends its journey by helping a young man send a wooing text to his love interest, proving that you really can turn small change into great things. As the small print on the ad points out, however, 10p won’t actually let you make a call. The minimum call charge is 20p, or 12p for customers on the Racoon tariff.
“This fresh and fun campaign has been created to show our Pay As You Go customers that a little loose change can go a very long way, making it easier for them to watch their pennies and stay in touch,” says Orange UK brand director, Spencer Mchugh. “As we are the only UK network to offer Tiny Top Ups, our aim is to make sure that customers know that no matter what change they have in their pocket, life doesn’t have to slow down.” 
The campaign kicks-off with the TV ad today, and will also feature outdoor, press and digital advertising.
