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

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email