The latest Orange for Business campaign, produced by Havas Worldwide Warsaw, has begun. This is the first B2B ad aired as part of Orange’s new communication platform.
Orange for Business Holiday Spot
Actors known for their roles in theater and film were invited to participate in the ads. The hero of the holiday spot is the owner of a cozy bistro portrayed by Marcin Stec, who will also appear in future Orange campaigns.
Offer for Entrepreneurs
The pre-holiday offer allows businesses to reduce operating costs by cutting subscription fees in half—extending a plan with unlimited data, where two identical plans are offered for the price of one, each for 15 PLN + VAT (about EUR 3.40). Additionally, the entrepreneur gets LTE mobile internet for 1 PLN (about EUR 0.23) and can choose one of the modern smartphones at an attractive price.
Reach and Media Buying
The campaign has nationwide reach and includes national television, print, radio, and online media. It is also supported by dedicated POS materials. Media buying is handled by the media agency Initiative.
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Terms from the Article
POS — Point of Sale / Verkaufspunkt. Location or communication materials at the sales point, e.g., displays, stands, wobblers, shelftalkers, posters, and in-store screens. The goal is to influence the purchase decision at the last moment.
Why it matters: Works in the final meter before the decision: at the shelf, where customers choose between brands. Good presentation can outperform competitors’ campaigns.
When applied: In retail: displays, stands, promotional signage, screens at checkout counters.
Risk of neglecting it: Without materials at the point of sale, the entire communication breaks off before the shelf—and where visibility matters, the winner is whoever is seen.
New Orange Communication Platform and First B2B Spot
B2B — Business-to-Business. A business model in which a company sells products or services to other organizations. The decision-making process typically involves multiple people, longer sales cycles, and expert-level content and proposals.
Why it matters: Requires different communication: decisions are made by committees, cycles last months, and content must convince experts, not consumers. Effective B2B marketing is about knowledge and trust, not impulse.
When applied: When selling to companies: expert content, long cycles, proposals, and business relationships. Used in two contexts: B2B marketing and as a business model (firm-to-firm sales).
Risk of neglecting it: Treating a business client like a consumer results in campaigns that shine but fail to get past the purchasing department.
POS — Point of Sale / punkt sprzedaży. Location or communication materials at the sales point, e.g., displays, stands, wobblers, shelftalkers, posters, and in-store screens. The goal is to influence the purchase decision at the moment of purchase.
Why it matters: Works in the final meter before the decision: at the shelf, where customers choose between brands. Good presentation can outperform competitors’ campaigns.
When applied: In retail: displays, stands, promotional signage, screens at checkout counters.
Risk of neglecting it: Without materials at the point of sale, the entire communication breaks off before the shelf—and where visibility matters, the winner is whoever is seen.
Summary
Havas Worldwide Warsaw is responsible for Orange’s first B2B campaign for businesses, aired under the operator’s new communication platform. The hero of the holiday ad is the owner of a cozy bistro, played by Marcin Stec, who will appear in future campaign installments. The promoted offer features subscription fees cut by half—two identical unlimited plans for the price of one, each for 15 PLN + VAT (about EUR 3.40). The entrepreneur also receives LTE mobile internet for 1 PLN (about EUR 0.23) and can choose a smartphone at an attractive price.
The campaign runs nationwide across TV, print, radio, and online channels, supported by dedicated POS materials. Media buying is handled by the agency Initiative.
