Title	EXTRA TICKET, EXTRAORDINARY TRAILER
Brand	ORANGE POLSKA
Product/Service	ORANGE WEDNESDAYS
Category	A01. Fiction: series or film
Entrant Company	VML POLAND Warsaw, POLAND
Contributing Company	VML POLAND Warsaw, POLAND

Name	Company	Position
Dawid Szczepaniak	VML Poland	Executive Creative Director
Bartosz Kwiecien	VML Poland	Art Director
Jacek Stefanowicz	VML Poland	Art Director
Wojciech Felis	VML Poland	Account Director
Marta Saganek	VML Poland	Account Manager
Anna Kostro	VML Poland	Senior Strategic Planner

The Campaign

Orange Wednesdays is an offer which allows customers to get two cinema tickets for the price of one on any Wednesday. But a lot of people didn’t know about it. Our task was to change it: first of all make people hear about Orange Wednesdays and secondly encourage them to go to the cinema with Orange. Our target group were mainly young people. They consume a lot of video movies. Unfortunately not in cinema, but mainly on YouTube. Therefore we decided to catch their attention through cooperation with a famous Polish YouTube vloger - Cyber Marian. He is known of creating funny content, also around movies. He has his own fan base following his new movies (over 300 000 subscribers) which guaranteed us fast building reach and scale of the campaign. We decided to cooperate on a unique trailers of upcoming movie premieres with Cyber Marian. Unique and extraordinary, just as Orange extra ticket offer. Each Cyber Marian’s trailer referred both to key heroes and symbols from original movies, but in a funny way, linking to Polish culture and language. For example in Cyber Marian’s trailer parody of “Fast and Furious 7” (named “Ugly and furious”) the hero car was none of cutting edge models, but old-fashioned Trabant from 1960s. 12 trailer parodies were published monthly on Cyber Marian’s YouTube channel. Each episode was branded and encouraged to send a text to receive extra ticket from Orange (animation and board). The series finished with “Ugly and furious” – “Fast and Furious 7” parody.

We achieved almost 7 000 000 views of branded content. People not only got to know the idea of Wednesdays with Orange concept, but also showed active interest in initiative by asking questions about extra ticket. Moreover over 27 000 people shared the content, making it viral and nearly 50 000 up voted it on YouTube. We also gained buzz from both Polish and international media. The “Ugly and furious” was published on YouTube global homepage and shown in evening TV news. Trailer was spotted by Daily Mirror, 9GAG.tv, Metro, Bam Margera’s blog and many more. With almost no media support trailer generated reach worth 550 000 USD Last but not least – through entertaining, branded content we changed consumer’s attitude. According to research after 13 Cyber Marian’s trailers conveyed among people who know and like Cyber Marian – 71% is familiar with Orange Wednesdays offer (45% among people who do not know Cyber Marian) and 57% were encouraged to go to the cinema on Wednesday with Orange. This proves we have reached our customers successfully.

The project was produced in cooperation with a famous Polish vloger - Cyber Marian, who creates funny and entertaining content. Orange brand was in a natural way integrated into dedicated series of his movies.