Background & Objectives
Following on from Orange’s hugely successful TV campaign featuring Vicky and her mate The Wicked Witch of the West, Channel 4 and Orange joined forces to launch the Orange Movie Zone which started on 4th August 2009. Working with many prestigious film advertisers, Channel 4 filled an entire ad-break with movie trailers creating an appointment-to-view slot for film lovers and young viewers. As Ian Stevens, Account Director at Mediaedge:cia, describes it, “cinema trailers in your front room brought to you by Orange”.“We wanted to take this a step further creating a regular, content led break with potential to become a viewing junction in its own right”. Ian explains, “With a younger and lighter viewing terrestrial profile, we knew the Channel 4 portfolio would deliver reach and cut-through. Channel 4’s suitability was reinforced by a further simple fact - 150 films are released and advertised nationally on Channel 4 every year - an average of 8 movies in any given week. This provides a golden opportunity to create a destination “programme” or trailer reel for viewers”.
The Plan
The breaks were broadcast every Tuesday and promoted Orange Wednesdays. This was the UK’s first ever film only super-break. The break began and ended with short idents and featured a maximum of four movie trailers separated by two second Orange interstitials. The movie trailers featured some of the biggest and most keenly anticipated movie releases.Peter Clark, Strategic Sales Group Manager of Channel 4 said: "Conventional wisdom suggests you shouldn't have 'clashing' adverts in the same break but we wanted to do something completely different and create a destination break that would become a genuine 'appointment to view'. Orange has a fantastic heritage in Film and from the start completely bought into the idea. I'm hugely excited about the Orange Movie Zone – we know that cinema goers love watching film trailers and by creating an ad break that's all about film, we believe we have created something innovative that viewers will genuinely enjoy watching."
Ian Stevens, Account Director at Mediaedge:cia said: "We are really excited about providing viewers with a relevant, content-led commercial break. Viewers will be able to make an informed decision about what to go and see, driving footfall to cinemas and further enhancing Orange's association with film. It's a simple and compelling use of TV"
Did it work for Film advertisers?
Yes!The break reached over 800,000 16-34s a week and helps to increase viewer engagement and enjoyment of the break, and leads to higher awareness of the films.
More importantly, the recent research suggests that The Movie Zone drives people to go and see the featured films at the cinema.
Orange are strong advocates of the partnership and have recently signed up for a second period of activity.
“This was a great extension to the Orange Wednesdays campaign and demonstrated innovation in a historically traditional channel. Encouraging people to enjoy films with friends more is something that is inherent in Orange Wednesdays so we are really pleased with the positive results so far and how everyone including C4, Group M and our film partners have got behind this creative platform to make it happen.”
Lisa Cheung – Senior Media Manager, Orange
The deal was negotiated by Peter Clark and David Amodio at Channel 4 and Ian Stevens, Account Director at Mediaedge:cia. The creative was produced by The Outfit, a creative agency specialising in innovative, content-led advertising solutions for brands and the creative was written and executed by Pete&Tom.
For any queries relating to this break, contact or .
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