I started taking notice of Oranges online marketing last year when they ran their “I am Everyone” campaign. If you don’t remember it let me refresh your memory. The T.V. ads were full of people saying they were their sister, mother, brother and every moment that had happened so far. In an attempt to say that a mobile phone represented everything a person does because it binds everyone together through its usefulness. There were lines like. “I am the places I go with mates” and “I am the teacher who failed me”. Pretty tedious stuff if you ask me. You can watch it here.
The advertising campaign wasn’t what peaked my interest but rather the wee instruction at the bottom of all the posters which said “search for I am online”. I was intrigued to see whether they had spent months prior to the campaigns release optimising for the term “I am”. They hadn’t, they had just bought the sponsored listing. By now they’ve caught up in the SERPS however and are ranking at number 2 for the term. They’re not the first to try this. Does anyone remember seeing the AOL keyword at the end of friends and other programmes. Its kind of like the reverse of natural search where you anticipate what users are going to search for. Instead you tell them what to search for. Thats where the plan falls down though.
Orange are currently at it again with their Orange Animals campaign. The adverts feature inflatable orange animals each representing a different call package. Then theres the prompt to go and search for Orange Animals online. All well and good if you can secure the top spot for that search term but if not, well there goes your customers off to another site. They have already bought the sponsored listing but these are often overlooked by users and seen as the ads that they are. With Google favouring brands their organic listing may be safe where it is but its also quite feasible to suggest that their ad campaigns traffic could be open for competition.