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

Bloomberg appoints Matt Teeman as commercial director EMEA

Bloomberg appoints Matt Teeman as commercial director EMEA

Bloomberg Media has appointed former DMG Media and BBC Magazines leader Matt Teeman as its commercial director in Europe, Media East and Africa.

Share
Looking back: How brands celebrated the birth of Prince George who turns one today

Looking back: How brands celebrated the birth of Prince George who turns one today

From Coke to Tesco to Jelly Babies, Marketing takes a look back at the brand activity surrounding the birth of royal baby Prince George a year ago today.

Share
MaxiNutrition signs deal with Men's Health

MaxiNutrition signs deal with Men's Health

MaxiNutrition, the sports nutrition brand, has signed a deal to promote the Total Body Challenge, a new workout programme from Men's Health, the Hearst-Rodale magazine.

Share

Get news by email