Orange has announced the launch of a £7 million above-the-line marketing spend for Orange Wednesdays.
The campaign is aimed at promoting the 2-for1 cinema tickets deal every Wednesday to all of the operator’s mobile and broadband customers as the fifth anniversary of the service approaches.
The campaign will first air as a TV ad on February 6, with the campaign also appearing across cinema, radio, press and outdoor.
The advert, created for TV and cinema, is shot documentary style and tells the story of The Wicked Witch of the West from The Wizard of Oz, who now lives in rural England, enjoying a trip to the cinema with a friend. This is aimed showing the pleasure of sharing a cinema experience with friends. Gavin and Stacy star Jems Corden provides the voice-over for the ad.
Orange UK director of brand marketing Justin Billingsley said: “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 them about Orange Wedensdays and making sure that all our customers, whether the are contract, prepay or Broadband, take advantage of this great deal.”
The operator has also signed a deal with Pizza Express to offer Orange Wednesday customers the chance to get a 2-for-1 deal at Pizza Express for the next six months. Customers should text film to 241 from their Orange mobile to get their cinema tickets and then visit orange.co.uk/orangewednesdays to download their voucher.