For over a year now Cinema City and IMAX have been besieged by couples coming to enjoy Wednesday night at the movies.  The reason is simple: for the last twelve months the ‘Wednesdays with Orange’ promotional offer has been available on the Polish market.  It allows the Orange customers to buy two movie tickets for the price of one.  Because of the first anniversary of this offer entering the market, a new promotional campaign has been planned.  It involves both  ATL and  BTL promotional activities.  The intention of the campaign is to reaffirm the high value of products and services provided by Orange to its customers.  The message is clear: being an Orange subscriber confers additional benefits;  not only does it ensure the highest quality of telecommunications services but  also creates an opportunity for emotional enrichment that comes from sharing positive impressions with close friends.  As the company which created the identity of the ‘Wednesday with Orange’ promotion one year ago, Dragon Rouge was asked to design the anniversary campaign.

In working out the concept of the campaign the team was guided by the slogan of the promotion: ‘Film is better enjoyed with a friend’.  This prompted the use of two animal friends who, on the first impression, make an odd couple yet manage to effectively convey the intention of the promo.  The two friends will appear on various POS materials (posters, ticket jackets, mirror stickers and others) which will make them ubiquitous in the cinema space.  The press campaign is being rolled out to support brand awareness by communicating the ‘Wednesdays with Orange’ promotional offer.  It’s central image is a parade of human heroes – friendly characters which are going to appear on three visuals  enhanced by funny slogans promoting the offer.  The Dragon Rouge team has ensured that the characters fit with the overall image and communicative style characteristic of the Orange brand.  The goal has been achieved – we’ve come up with a campaign which effectively promotes the Orange brand and also its subcategory ‘Wednesday with Orange’ encouraging the company’s customers to attend the event weekly.