Orange fills 90m-long wall with image push

<p>HONG KONG: Hutchison's mobile telecoms operator, Orange, has </p><p>launched its "Be open minded" campaign across Hong Kong's MTR stations, </p><p>with one display spanning a 90-metre-long wall. </p><p><BR><BR> </p><p>The Ogilvy & Mather-created campaign features a series of 14 consecutive </p><p>posters on each of the two walls stretching 90 metres long and more than </p><p>20 metres high at the Central and Hong Kong stations in the MTR. </p><p><BR><BR> </p><p>Each poster is depicted as a window into the world of business and </p><p>leisure, connected through Orange, said O&M managing director, Mike </p><p>Wong. </p><p><BR><BR> </p><p>The campaign also includes floor to ceiling posters on a number of </p><p>pillars at the two stations. Wong said the campaign targets a new </p><p>generation of business executives. </p><p><BR><BR> </p><p>"The TVC follows what is already happening in the business world. We've </p><p>seen changes over the last two years with a much younger mindset taking </p><p>over. In the campaign we're attracting these people, who take a new </p><p>approach to their business life," Wong added. </p><p><BR><BR> </p><p>Orange senior manager-marketing communications and branding, Louis Lau, </p><p>noted: "It is the right location as the subway provides a huge open </p><p>space which enables a creative design like the one chosen to make an </p><p>impact thus reinforcing our image." </p><p><BR><BR> </p>