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Orange 'Wicked Witch'

Agency: Fallon

Client: Orange 

Orange is bolstering its ‘Orange Wednesdays’ marketing drive with a £7 million marketing investment including a new television campaign featuring the voice of Gavin and Stacey star James Corden.

The mobile phone operator is celebrating the promotion’s fifth birthday with a campaign stretching across cinema, radio, press and outdoor.

The TV spot, created by Fallon, is shot documentary style and tells the 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. 

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.  The site also offers opportunities for advertisers who want to align their brand with film. 

Orange has also signed a deal with Pizza Express to offer Orange Wednesdays customers the chance to get a 2-for-1 deal at Pizza Express for the next 6 months

Justin Billingsley added, “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.”

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

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