Orange launches 7 million cinema campaign

Orange 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.