Internet service provider (ISP) Orange has launched a new marketing campaign designed to raise awareness about its home broadband deals.
The mobile broadband specialist – one half of UK telecoms giant Everything Everywhere – is running a 'No Tricks Just Treats' promotion to demonstrate the value provided by its fixed-line services.
Orange's home broadband deals have enjoyed a somewhat chequered past, with subscriber numbers falling sharply over the past couple of years.
However, having briefed BT to construct a new network on its behalf, the firm is gradually re-establishing itself as a market force.
Through the latest marketing campaign, Orange is seeking to highlight the broadband fears faced by customers and compare them against the transparent pricing and rewards offered to its consumers.
Designed by digital creative agency Poke, the campaign centres around a newly created microsite where new customers can learn about common broadband industry 'tricks' - which lead to customers paying out more than they expected, and receiving poorer quality service.
'No Tricks Just Treats' will be promoted across a range of advertising media nationwide, including online marketing, direct mail and social networking sites.
It is the first major promotion to be run by new Broadband Marketing Director Sylvain Thevenot, who has been charged with boosting the popularity of Orange's home broadband packages.
Mr Thevenot said that with so many different price plans and packages available in the market, transparency is crucial.
"It is important that consumers get to see exactly what they are paying for upfront without falling prey to hidden charges further down the line," he stated.
"We're committed to being as transparent as possible with our broadband price plans, so 'No Tricks Just Treats' forms part of a wider commitment by us to our customers."
The ISP explained that with Orange home broadband, customers are given just one monthly price, with no hidden charges.
"Orange customers also get to benefit from no connection fees, 2-for-1 cinema tickets with Orange Wednesdays, and a £20 HMV voucher for new customers upon signing up," it stated.
Not only this, but Orange mobile customers receive a further £5 off their monthly bill, and new customers receive the first three months free.