Engaging content drives traffic, everyone says that. It’s true, but saying and doing are two separate things. What StoryThreads did was change the technical language, making it easier for less tech-savvy people to understand the features and benefits of Orange Amplifiers. That said, we didn’t want to alienate the tech-heads, those who want everything in glorious technicolour. It’s a fine balance.
Secondly, we concentrated on reinforcing the brand message; history and heritage which spans half a century. Telling the Orange story through the history of music gave colour to their unique sound. In the back of our minds was always Orange Amplifiers tone of voice, tongue in cheek but with a genuine passion for what they did. We illustrated their forward-thinking attitude by celebrating the business as one that listens and takes action.