Orange launches 7 million cinema campaign

Orange has unveiled a 7 million campaign to promote its Orange Wednesdays cinema ticket offer.

Feature-3-Computer-mouseOrange has unveiled a £7 million campaign to promote its Orange Wednesday’s cinema ticket offer.

The campaign, devised by Fallon, is shot documentary style and tells the story of The Wicked Witch of the West from The Wizard of Oz. She now lives in rural England and enjoys cinema trips with her friend Vicki.

James Corden, who co-writes and plays Smithy on Gavin & Stacy, provides the voiceover.

The campaign is designed to celebrate Orange Wednesdays, which offer two-for-one cinema tickets to Orange customers, in the run-up to the fifth anniversary of the promotional deal with cinemas. It also involves tie-up with Pizza Express for a 2-for-1 offer. It includes TV, cinema, press and outdoor activity and breaks on 6 February. Media planning and buying has been handled by Mediaedge:cia.

The Orange Wednesday’s campaign dovetails with Orange’s broader “I am” marketing strategy. Director of brand marketing Justin Billingsley says: “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 … take advantage of this great deal.”

Fallon was also recently awarded the brief to develop ads for the “Gold spot” in cinemas. These, ads, featuring the Orange Film Board and a host of Hollywood stars, were previously created by Mother.

Orange relaunched its film portal last week.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here