Orange supplies movie trailers for bespoke C4 ad break

LONDON - Channel 4 has brokered a deal with Orange to fill an ad break slot entirely with film trailers for the first time, in a bid to engage more viewers and promote Orange Wednesdays.

The Orange Movie Zone will be broadcast on a weekly basis every Tuesday from today (4 August) on Channel 4 and E4, and slightly later on Film4, and will promote Orange Wednesdays, the mobile operator's weekly offer of two-for- one cinema tickets for all Orange customers.

The break will begin and end with short Orange idents and feature a maximum of four movie trailers, separated by two second Orange interstitials. 

The trailers will feature some of the biggest and most keenly anticipated releases, including GI Joe from Paramount Pictures in early August.

Peter Clark, strategic sales group manager of Channel 4, said: "We wanted to do something completely different and create a destination break that would become a genuine ‘appointment to view'."

The ad break will also be broadcast as a pre-roll on selected entertainment programmes on 4oD, Channel 4's video-on-demand platform, throughout the day on Tuesday, for the duration of the campaign.  

The deal was negotiated by Peter Clark and David Amodio at Channel 4 strategic sales and Ian Stevens, account director at Mediaedge:cia.  The creative was produced by The Outfit, a creative agency specialising in innovative, content-led advertising solutions for brands and the creative was written and executed by Pete&Tom.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Ads fail to represent parenting properly, claims new research

Ads fail to represent parenting properly, claims new research

Ads are presenting an unrealistic representation of modern day parenting, claims new research by Parentdish.

Share
Notonthehighstreet.com launches brand campaign

Notonthehighstreet.com launches brand campaign

Notonthehighstreet.com, the online retailer, sets out its stall as a brand for quirky people in a new TV campaign.

Share
Apple CEO Tim Cook bemoans 'terrible' TV stuck in 1970s

Apple CEO Tim Cook bemoans 'terrible' TV stuck in 1970s

Apple chief executive Tim Cook told American viewers last night that TV was like a "time capsule" taking consumers back to the clunky functionality of the 70s, while hinting that Apple has big plans to develop its own TV offering.

Share

Get news by email