Orange Telkom’s Tujuane campaign has created quite a buzz especially with its short and catchy ad on TV, as well as in print and radio. The campaign which has been there for some time now as it was launched in April 2013, took off to a good start immediately. However, studies conducted by the Orange group in Q4 of the year showed that the messaging needed revamping to make it more direct.
One of the things learnt during the studies is that people assumed that on-net calling is always cheaper than off-net calling. It also appeared that it was easier calling across networks with Orange as compared to calling within the same network with one of the leading telecommunication company.
With the revamping of the communication Orange Telkom made it crystal clear by the use of comparative advertising that indeed, calling across networks from Orange is 25% cheaper than from the competitor’s within network rates.
The timing of this campaign was also great for them on two scores:-
1. they launched it in January, a time that is traditionally associated with “post-Christmas brokenness”
2. CCK launched its Quality of Service report in December showing that Orange is by far the best quality network in Kenya. This campaign therefore demonstrates true value for money in that you get better service for less.
According to reports, Phase II of the campaign launched recently telling people to get one of Orange’s dual-sim handsets after their insight that the one element that would keep many customers from switching to Orange is the element of not wanting to lose their current mobile money services (Mpesa). In acknowledging this, Orange now tells their customers that with a dual sim handset they can keep their other line while getting an Orange one for calling.
It is for this that Orange Kenya is smiling all the way to the bank as the campaign has been a success.
Here is the ‘now you know’ video advert that helped make this a success:
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