A new brand signature for Orange Romania – “today changes with Orange”

Creativity, Marketing

Orange Romania launched a new brand signature, “today changes with Orange”, that reflects company’s promise to simplify the digital experience of its clients.

As digital technology changes faster and promises more than ever, it is very important for clients to communicate and to keep up with tech evolution. That is why Orange intends to become a “digital coach”, to continue offering innovative products, new generation phones and assistance in using the new technologies.

Assuming this promise in front of the clients is part of France Telecom – Orange: Conquests 2015 strategy. At international level, the strategy for the next 5 years includes ambitious initiatives and projects aiming to create a balance between the financial performance and the social development.

Locally, the strategic initiatives will be adapted to each country’s specifics.

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The new brand signature was introduced for the 1st time in the communication campaign that took place in France, in november 2010 and now in Romania. The strategy will cover, gradually, all the countries France Telecom – Orange is present.

Orange was close to its clients since the start of the digital revolution in Romania, improving their lives through technology. “Digital coach” means more than offering last generation services and products, it also involves guidance and assistance, so that the new technologies to be used more simple and more efficient. “today changes with Orange” underlines this role and will reflect in all commercial and institutional initiatives of the company

Julien Ducarroz

Chief Commercial Officer Business to Consumer Orange Romania

“today changes with Orange” continues company’s vision launched in 2008, “together we can do more”, expressing people’s power to do more together.

The campaign that communicates the new signature will last 4 weeks and includes TV, print, outdoor and online.

The TV ad was realized by Publicis Worldwide and adapted for Romania. The campaign also includes innovative components that bring forward the last hour technology: the TV ad can be seen also in press through scanning a QR code with the mobile phone, a few public transportation stations will host digital screens on which passers by can navigate online and others.

Orange Romania has 10.5M clients and income of over Euro 973M in 2010 and it is part of  Orange-France Telecom group.


  • I would really appreciate it if someone could tell me the name of the song used in this ad! I’ve been obsessing about it since I heard it on the commercial and I’m very sure I heard it somewhere else before, I just can’t put a name to it. TV ads that use such good songs really should consider crediting the artists at least at the end, for a second…

  • OMG found it! MGMT – Kids! :O I never thought I’d find it in a million years *__*

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