ActiveMedia Technology

Orange, the UK’s most popular mobile phone service, has launched Orange Film in Romania. On the back of the hugely successful Orange Wednesdays campaign in the UK, Orange Romania, the market leader in the Romanian mobile space, has joined forces with Flytxt and ActiveMedia, the mobile marketing and technology service providers that power the UK service, to roll out a similar two for one ticket promotion at cinemas across the country.

Orange Film will be available in 34 cinemas across 23 different cities. Partners already signed up for the campaign include CinemaPRO, Hollywood Multiplex Bucuresti Mall, Movieplex Cinema Plaza Romania and RADEF RomaniaFilm.

Similar to the UK campaign, a mobile ticketing service has been introduced offering Orange Romania customers the opportunity to buy two cinema tickets for the price of one. To participate in the offer customers obtain a unique reference number by texting FILM to 241 or visiting a dedicated section on the Orange World website. The unique code, delivered by SMS, is then validated and redeemed in exchange for a free cinema ticket at all participating cinemas using wirefree RAPOS (redemption at point of sale) technology from ActiveMedia Technology.

Richard Moat, Chief Executive Officer of Orange Romania: ”Orange Film is a unique initiative in Romania. This programme encourages movie fans from all over the country to go to the cinema more often and to watch a diverse selection of movies. It’s also a superb opportunity for data-capture to identify key consumer trends.”

Adhish Kulkarni, Director of Strategy and Insight at Flytxt commented: “Orange Wednesdays has been a successful campaign in the UK over the last few years and we’re delighted another country within the Orange network has decided to implement the initiative. Over 6 million Orange users in Romania will have access to this great film promotion and we hope, as it has done in the UK, the campaign succeeds in broadening the audience for cinema whilst driving customer loyalty for Orange.”

Ramesh Kumar, Business Development Director at ActiveMedia Technology: “Orange Wednesdays UK campaign saw the largest number of mobile coupons being delivered and redeemed ever. We are delighted that its success has encouraged other divisions within Orange to roll out the campaign and to deploy ActiveMedia’s RAPOS™ technology to power the service. Working to install our point of sale software in cinemas across Romania in just seven weeks was an immense challenge and we look forward to seeing the success of the UK campaign replicated there.”

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For more details please visit www.orange.ro/about/archive/pr2005-0927.html or Orange World wap portal.

About Flytxt

Flytxt empowers brands, media owners and agencies, with services and technology to design, execute and analyse groundbreaking mobile marketing and interactivity programmes.

Since 2000, Flytxt has built a track record of developing mobile marketing solutions that meet and exceed the specific objectives of each of our clients. Combining unparalleled strategic advice with first class delivery and technology capabilities, we offer superior experience and expertise gained from over 1000 mobile campaigns and interactivity programmes in the following key areas