Is consistency a good thing?
Let’s take the latest Orange campaign ‘ good things never end’ as an example.
It was started by a lovely TV ad
Explaining that Orange believes that ‘good things should never end’ hence why they give unlimited texts to any network. Good work.
They also added a iTV piece that starts where the TV execution stops. It could only be accessed by pressing the red button on sky. Here it is.
Which continues the TV execution by describing all the other great things that you get with Orange like free gig tickets… Spectactors can press the key associated with the service on their remote control and be taken to the page detailling the said service.
Great job. Very watchable and entertaining way to showcase a lot of content.
Then came the website. ‘The page that never ends’ that got much buzz and credit in the blogosphere. It’s essentially an online adaptation of that interactive TV, using the same visuals and concepts. You can scroll down the ad, interacts with some of the elements, and get a lot of information about Orange different services. The clever bit that the page, well, never ends, you can never scroll down to the bottom of the page.
Here’s the page
They even created some online advertising to drive traffic to this page.
Again, it’s all lovely stuff there, great interactive piece of content.
They’ve done an amazing job. Each piece in its on right is fantastic. But I sometimes think that consistency has been achieved with the executions rather than the bigger campaign idea (good things should never end) and that a trick has been missed not to engage consumers more deeply with it on other channels. I might be wrong.