Telco Orange has launched a £5 million ($8 million) U.K. marketing campaign for its new mobile music package, Monkey, which offers free streaming of Universal Music's catalog.

The service, on which it has partnered with Universal Music and Channel 4, is aimed at the youth market and has been available to U.K. Orange customers since July 30 (Billboard.biz, July 29). It offers free music streaming online, as well as the option to listen to playlists by dialing a free number, as long as the pay-as-you-go handset has a monthly credit top-up of £10 ($16).

The campaign will feature a series of TV ads on Channel 4's E4, 4OD and Channel4.com, which will be tailored each fortnight to highlight trends from Monkey users. Viewers at E4, T4 and 4Music will also be offered exclusive access to Universal Music artists through competitions.

Outdoor advertising and fly posters will also be involved in the campaign, featuring the personal playlists of artists Lady Gaga, La Roux and Tinchy Stryder. An online multimedia ad campaign will begin on Sept. 7, which will again use live data from Monkey to indicate listener trends.

"Monkey is already proving extremely popular with our customers and now with our multi-faceted marketing campaign starting today it's going to get even better," said Spencer McHugh, brand director at Orange U.K., in a statement. "Drawing on genuine data from Orange Monkey usage, our ads will provide a snapshot of music preferences across the country and will be updated regularly to reflect actual consumer behaviour on Monkey. Combine that with personal playlists from top music artists and competitions, and you can see that we're creating a whole new music experience for our Orange Monkey customers."

Orange also plans to host the U.K.'s first multi-artist holographic gig across five locations in the U.K. Details are yet to be revealed.

France's Orange is one of the world's leading telecommunication operators and in March 2009 claimed to have close to 16 million active mobile customers in the U.K.

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