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Orange UK

Delivering services beyond your product can be a powerful tool for customer retention and new customer development. The Orange Dance Charge is a service extension that seems at first frivolous and unlikely, but delivers a compelling experience for customers looking for sustainability and usefulness.

Enery-efficient charging

Dance, they say, is the least cerebral of the arts; something done without conscious thought, something to get lost in. Mobile phone company Orange has released a kinetic phone charger to make useful thousands of individuals chasing their ‘shortcut to happiness’.

“This is a fun, engaging product that encourages users to have a laugh while charging their mobile phone and test a new energy-efficient charging prototype.”

Hattie Magee
Head of Partnerships
Orange UK

Introduced at the Glastonbury Music Festival in 2008, Orange combined with renewable energy company GotWind to trial the Orange Dance Charge. Dancers strapped the unit on their arms, in the same way iPods can be strapped to the upper arm for jogging. As wearers dance, a charge is generated from the movement within a magnetic field, which is then stored in a reservoir battery that can be used later to recharge a mobile phone.

The Orange Dance Charge is an example of ‘sustainable service extension’ for customers. By mixing the kinetic energy of dance with customer’s energy needs, all to make sure they stay connected, Orange provides a service that cleverly reinforces Orange’s brand positioning with a key market segment. The Orange Dance Charge continues the service outreach Orange had provided previously at Glastonbury. 2007’s ‘Chill ‘n’ Charge Tent’, was a collaboration with GotWind that allowed festival goers to charge their mobile phones with electricity made from a wind generator and solar panels.

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