Mobile networks Orange and T-Mobile are to launch their first joint advertising campaign since they merged under parent company Everything, Everywhere.

The £4m marketing campaign aims to promote to the customers of both providers that they are now able to benefit from each other’s mobile network signal. According to the mobile networks, around 27 million customers will be able to send texts and make calls at no extra cost in more places around the UK.

According to marketing news stories the campaign is set to feature both brands “having a conversation” via twinned ads which will be shown alongside each other. An Orange branded ad states: “T-Mobile customers can now use our signal,” whilst the partner T-Mobile branded ad replies: “Ditto.”

The strap-line for the adverts is “Inspired by Everything Everywhere” to communicate that customers will get more as a result of the two networks merging.

Spencer McHugh, brand director for Everything Everywhere told Marketing Week: “This join above the line campaign is a UK first and shows the unique and unrivalled opportunity Everything Everywhere has to deliver bigger and better ground-breaking customer benefits and campaigns, having brought together two of the UK’s biggest and best-loved brands.”

“Our two brands already have really clear and distinct personalities and tones of voice so we decided to build on that when considering our ‘big idea’,” he added.

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