Orange has announced the launch of a £7 million above-the-line marketing campaign for Orange Wednesdays. The campaign is designed to promote the 2-for-1 cinema tickets deal available every Wednesday to all Orange mobile and broadband customers as the fifth anniversary of Orange Wednesdays approaches.
Starting on 6 February with the first airing of the TV ad, the campaign will also appear across cinema, radio, press and outdoor.
The Orange Wednesdays advert, created for TV and cinema by Fallon, is shot documentary style and tells the heart warming story of The Wicked Witch of the West from the timeless classic The Wizard of Oz, who now lives a less wicked life in rural England, enjoying a trip to the cinema with her friend, Vicki. The quirky friendship between The Witch and Vicki brings to life the pleasure of sharing the cinema experience with friends. James Corden of Gavin and Stacey fame provides the voice-over for the ad.
The campaign is the next evolution of the ‘I am’ campaign and reinforces the importance of relationships, underpinning Orange’s ‘Together We Can Do More’ vision.
Justin Billingsley, director of brand marketing at Orange UK, said: “Orange Wednesdays has been a huge success for us over the last five years. The campaign brings to life what Orange Wednesdays has delivered for millions of our customers; the enjoyment of sharing a trip to the cinema with friends. Our customers love us for this, so this campaign is about reminding customers about Orange Wednesdays and making sure that all our customers, whether they are Pay Monthly, Pay As You Go or Broadband, take advantage of this great deal.”
The above-the-line campaign follows the successful re-launch of Orange’s film portal last week which puts Orange Wednesday at the heart of the new film site. The new film portal, designed by the internal team, Poke and IMP Media not only lets you organise your Orange Wednesdays but is a great place to go to check out film trailers, news stories, celebrity interviews and peer reviews on the hottest new films.
Orange has also signed a deal with PizzaExpress to offer Orange Wednesdays customers the chance to get a 2-for-1 deal at PizzaExpress for the next six months. All you need to do is simply text ‘film’ to 241 from your Orange mobile to get your cinema tickets, then head to orange.co.uk/orangewednesdays to download your PizzaExpress 2 for 1 meal deal voucher, including a choice of either free garlic bread or dough balls.
Justin Billingsley commented: “At the core of our Orange Wednesdays offer is the notion that film is a much more enjoyable experience when it’s shared. And friends will now be able to extend their evenings at the cinema together by sharing a bite to eat.”