Case Study - Orange Wednesday

On 31st March 2004, Orange launched a global first, rolling out a mobile loyalty campaign nationwide with over 2,000 mobile voucher redemption terminals deployed across the entire UK cinema industry, powered by RAPOS™.

In 2004, Orange saw 300,000 customers sign up to its 2 for 1 cinema ticket offer. Today, Orange now has sent 27 million SMS since it's launch in 2004.

ActiveMedia Technology provided the RAPOS TM terminals, coupon management and redemption application, data capture and reporting, CRM capabilities and on-going operations to support the 450 cinemas in the country. In February 2009, Orange launched a £7,000,000 major marketing campaign and ticket redemption increased from 121,000 to 310,000 alone.

Objectives

• Deploy an industry wide promotion that drives traffic to cinemas and builds Orange's relationship with the cinemas
• Offer something unique and rewarding to Orange's customer base:
• 2-4-1 deal on any cinema ticket, at any cinema nationwide on a Wednesday
• Three year promotion
• Collect a database of regular visitors to the Cinema venue
• Deploy the coupons through an innovative mobile phone based promotion

Solution

• Text to Receive 2-4-1 Offer:
• 450 locations
• Promotions in local papers and flyers
• One offer per mobile phone per week
• Text in to receive SMS voucher with secret pin code
• Redeem the coupon only once and select the movie through RAPOS ™

Results

• The campaign has been industry shaping - Now Wednesdays have the highest weekday traffic at the cinemas
• Orange revenue ticket sales increased from 300,000 to 9.45 million over a period of 5 years
• The campaign has built a strong brand recognition for Orange Wednesdays
• Orange Wednesdays is now marketed through broadcast, print, text, direct mail and in cinema ads
• A large and rich database of movie goers and their habits has been built
• The promotion has been extended to more and more cinemas every month