Orange Promo, Case study WEDNESDAY IS THE NEW FRIDAY by MEC London

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Industry Mobile Communications
Media Promo & PR, Case study
Market United Kingdom
Agency MEC London
Client Service Director Sarah Hennessy
Released February 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ORANGE
Date of First Appearance: Mar 1 2009 12:00AM
Communications Director: Sarah Matthews (MEC)
Client Service Director: Sarah Hennessy (MEC)
Head of Strategy: Stuart Bowden (MEC)
Broadcast Group Account Director: Ian Stevens (MEC)
Broadcast Account Manager: Lisa Langford (MEC)
Non-Broadcast Account Director: Ian Richmond (MEC)
Non-Broadcast Group Account Director: Rob Lynam (MEC)
Communications Manager: Ifrana Zaffar (MEC)
Account Director MEC Interaction: Courtney Chadwick (MEC)
Account Manager MEC Interaction: Nisha Patel (MEC)
Group Account Director: Simon Russell (Kinetic)
Media placement: TV - 40” spot, all channels - 6 February 2009
Media placement: TV - 20” spot all channels - 23 February 2009
Media placement: Pay-TV - Sky Box Office - 16 February 2009
Media placement: Radio - 30” spot, national campaign - 9 February 2009
Media placement: Radio - Sponsorship of Movie Minutes on xFM and Galaxy - 9 February 2009
Media placement: National Press - Display (full pages, strips, integrated, backwash) - 9 February 2009
Media placement: National Press - Bespoke branded film reviews - 9 February 2009
Media placement: Regional Press - Fractional display in cinema listings - 9 February 2009
Media placement: Digital - Integrated branding of cinema booking and trailers, Pre-rolls, MPUs - 16 April 2009
Media placement: OOH - Digital formats, Reposted 6s (Monday-Wednesday only) - 9 February 2009

Results and Effectiveness
Take-up broke all expectations. In the second week of our campaign, we delivered the largest-ever level of redemptions in the history of the promotion. Redemptions were up 61% year-on-year during the campaign. Participation rates doubled. More than 1.25 million extra trips to the cinema.

Creative Execution
We turned Wednesday into Friday by relocating traditional movie media. We worked with media owners to shift editorial content from Thursdays and Fridays to Monday or Tuesday, wrapping them up with Orange Wednesday messaging. Radio stations relocated film review programmes to early weekday slots. Regional and national press supplements moved to Tuesday in areas indexing highly against Orange Pay As You Go customers. We created a media-first platform for movie promotion: a sponsored ad break running every Tuesday night. This initiative was supported by distributors with all major UK film brands booking ads at no cost to Orange. We piggy-backed our ads with movie trailers across the TV schedule and put Orange Wednesdays at the heart of the consumer selection process. Working with review sites and booking engines we integrated Orange Wednesday messaging into the planning process to remind customers to take up our 2for1 offer.

Insights, Strategy & the Idea
How did we turn Wednesdays into the new movie night? Orange Wednesdays is a 2for1 cinema ticket offer designed to reduce churn. Customers who take up the offer are significantly less likely to switch networks. How could we increase cinema going to drive more customers to love Orange? Our insight was that cinema trips are planned at short notice – film selections are made within 48-hours of arriving at the multiplex. And most consumers still regard Friday and Saturday nights as the perfect nights to catch a movie. Our strategy was to re-engineer the week, to make consumers think about movies on Monday and Tuesday instead of Thursday and Friday. At the same time, we put Orange at the heart of the movie experience, ensuring that every media cue to see a film would also be a reminder about Orange Wednesdays.