Orange has launched a £7m marketing campaign for Orange Wednesdays, and has teamed up with Pizza Express to offer 2-for-1 pizza to its customers. The campaign will launch on 6 February.
The above the line marketing campaign – which will run across cinema, TV, radio, press and outdoor advertisements – will promote Orange Wednesdays in the run up to its fifth anniversary on March 31.
The advert features the Wicked Witch of the West from The Wizard of Oz, living in rural England and visiting the cinema with a friend. Gavin and Stacey star James Corden provides the voice-over for the ad.
The campaign is the next phase of Orange’s ‘I am’ campaign and is intended to ‘reinforce the importance of relationships’, slotting alongside its ‘Together We Can Do More’ strapline.
Orange UK director of brand marketing, Justin Billingsley, said: ‘At the core of our Orange Wednesdays offer is the notion that film is a much more enjoyable experience when it’s shared. Friends will now be able to extend their evenings at the cinema together by sharing a bite to eat.’