Everything Everywhere sorts out its UK brands
Orange will be premium offering while T-Mobile will target prepaid and value segments with 'Fully Monty' unlimited plan
Published: 3 February, 2012
READ MORE: UK | Everything Everywhere | Advertising
The Orange/T-Mobile joint venture in the UK, Everything Everywhere (EE), has decided to hang onto its two brands, but will reposition them from this month. Orange will become a premium brand, with T-Mobile playing to the prepaid and lower cost customer base.
Former plans to use Everything Everywhere itself as the main identity seem to have gone by the wayside, with even new CEO Olaf Swantee deriding the name. According to the Marketing Week magazine, EE will spend about £15m on its new campaign. Orange's proposition will be that it "offers more than consumers expect", with TV adverts stressing its headline 'Panther' plan. This includes free access to popular mobile content offerings like Sky Sports and Deezer and plans to convince users that it makes new web services available in a simple way.
Meanwhile T-Mobile will be a value offering, focused on its new 'Full Monty' plan, which provides unlimited voice, text and mobile web, bucking the carrier trend towards tiered pricing. Full Monty will go head-to -head with 3UK, also strong in the prepaid sector with its 'All You Can Eat' tariffs.
"Our assault on the market is underpinned by ensuring our two campaigns are distinct and relate directly to the needs of the two customer bases," said Everything Everywhere's brand director Spencer McHugh, in a statement.
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