TV ads about the free music and text tariff will be aired across T4, E4 and 4Music.
Monkey, which is a JV between Orange, Universal Music and Channel 4, is billed as the first pay-as-you-go mobile package that offers free music and texts in exchange for a £10 a month top-up.
The music aspect of the service uses IVR, which means it's accessible from any mobile phone, and won't require any kind of data tariff.
The £5 million TV campaign will be a series of television ads on Channel 4, the first of which will air today at 17.15, with a spot on Friends on E4. It'll be followed by appearances at 19.15 for Hollyoaks and 20:15 for Ugly Betty.
Orange will also be running competitions across T4, E4 and 4Music offering viewers exclusive access to Universal Music artists. The first competition will offer VIP tickets to see La Roux perform in Paris on November 8th.
Outdoor advertising and flyposters will promote the personal playlists of Lady Gaga, Tinchy Stryder and La Roux, which the public can listen to using Orange Monkey.
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Orange will also be starting its experiential activity shortly with the UK’s first multi-artist holographic gig across five locations in the UK.
