Orange fills 90m-long wall with image push

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

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