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

Peter Bazalgette: the creative industry needs to work together on diversity

Peter Bazalgette: the creative industry needs to work together on diversity

Sir Peter Bazalgette, the chair of Arts Council England and former chairman of Endemol, has called on the creative industries to work together to improve diversity.

Share
Labour wins industry vote at Lead 2015

Labour wins industry vote at Lead 2015

Labour's Chris Bryant won the vote of delegates at the Advertising Association's media showdown at the Lead summit by a landslide

Share
Keith Weed: marketing industry needs to achieve 100% hit rate with digital ads

Keith Weed: marketing industry needs to achieve 100% hit rate with digital ads

Unilever CMO Keith Weed said that digital ads are failing to reach up to half of their target and has said the industry needs to boost the hit rate to 100%.

Share

Get news by email