New Media Age and Marketing Week Awards - The challenges facing Orange were to develop a system that could deliver hundreds of thousands of mobile coupons to Orange customers on a weekly basis, and to deploy a redemption infrastructure that captured each person’s film preference and tracked each redeemed mobile coupon so that it could be used only once.
Client: Orange

Agency: Flytxt

Entry: Orange Wednesdays

Users can text, call or WAP browse to get the vouchers. All participating cinemas are equipped with a mobile voucher redemption unit that allows staff to input film selection and unique codes. These are then checked in real time on a central database via a wireless GPRS connection to ensure validity and single use of the voucher. The redemption device is a simple plug-and-play device that only needs to be switched on to be used, as long as there is mobile coverage.

Flytxt and technology partner Activemedia Technologies put together the solution, working closely with Orange’s marketing, sponsorship, CRM and technology departments to deploy the 2,000-plus redemption units and mobile coupon delivery infrastructure.

The whole campaign was supported above the line by activity across outdoor, press and radio, as well as being integrated into all Orange channels. Orange also struck an exclusive deal to air its ads in cinemas ahead of feature presentations.

Orange Wednesdays was considered by the judges as being light years ahead, technologically, of any other campaign in this category. It was an extensive and integrated campaign that reached impressive targets. They felt that Orange had come up with an imaginative use of mobile. It showed good interaction with users, good branding, great publicity, and the results of the campaign were hugely commercially successful.

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