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.

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.