Orange is launching a 7 million above-the-line marketing campaign for Orange Wednesdays. The campaign is designed to promote the 2-for-1 cinema tickets deal available every Wednesday to all Orange mobile and broadband customers as the fifth anniversary of Orange Wednesdays approaches. Starting on 6 February with the first airing of the TV ad, the campaign will also appear across cinema, radio, press and outdoor.
The Orange Wednesdays advert, created for TV and cinema by Fallon, is shot in 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. James Corden of Gavin and Stacey fame provides the voice-over for the ad.
The campaign is the next evolution of the I am campaign and according to Orange, reinforces the importance of relationships, underpinning the networks Together We Can Do More vision.  
Orange Wednesdays has been a huge success for us over the last five years, says Orange UK Director of Brand Marketing, Justin Billingsley. 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.
Orange has also signed a deal with PizzaExpress to offer Orange Wednesdays customers the chance to get a 2-for-1 deal at PizzaExpress for the next six months. All that Orange customers need to do is text film to 241 from their Orange mobile to get the cinema tickets, then head to orange.co.uk/orangewednesdays to download the PizzaExpress 2-for-1 meal deal voucher – including a choice of either free garlic bread or dough balls.