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Orange Polska is Poland’s leading telecommunications provider, operating in all segments of the Polish telecom market. As of the end of 2014, Orange Polska had more than 23 million customers of its various services (mobile, landline, broadband, TV). As of the end of 2014, the company’s revenue was PLN 12.2 billion, the EBITDA margin was 32.1% and its organic cash flow amounted to PLN 1.1 billion.

Case study

Put some Orange in your Wednesday.

In cooperation with international cinema networks, Orange offers Orange Wednesdays. All the customers of Orange can get two cinema tickets for the price of one on any Wednesday.

Challenge

The task was to promote Orange Wednesdays 2for1 across Poland and to create some buzz around the campaign.

Idea

In cooperation with well-known Polish YouTube artist Cyber Marian, who creates funny fake trailer parodies, the agency prepared a series of blockbuster spoofs that appeared on Cyber Marian's YouTube channel.

Result

Almost 7 million views of branded content. More than 27,000 people shared the content to make it viral and nearly 50,000 up-voted it on YouTube. According to research after Cyber Marian's trailers conveyed among people who know and like Cyber Marian – 71% are familiar with the Orange Wednesdays offer (45% among people who do not know Cyber Marian) and 57% were encouraged to go to the cinema on Wednesday with Orange.

Awards & Recognition

IAB MIXX
Golden Arrow
Social Media Convent