Red Thread

the right rights: Orange Wednesdays

In the immortal words of Mr Dresden, “never underestimate the power of the orange side“. After a run of eleven years, the much-loved 2-for-1 cinema promotion will be withdrawn by EE, and the final curtain will fall on Orange Wednesdays in February 2015.

In many ways, Orange Wednesdays was a victim of its own success. The promotion was synonymous with the brand – so much so that even when EE absorbed Orange back in 2010, the offer couldn’t be separated from the original brand; the sponsored property had taken on a life of its own. The name ‘Orange Wednesdays’ stuck.

It was only a matter of time before EE decided to withdraw Orange Wednesdays, but the question was when?

From the perspective of the rights-holders, this grand scheme to help drive footfall to cinemas on their most quiet night of the week was a huge success – with some people even shifting their normal film night, around six million free tickets being issued each year, and with some customers using the scheme over 70 times. Orange estimated that around three million extra cinema trips were being generated each year.

Looking back on 2003, Orange Wednesdays was clever because – and it’s easy to forget how significant this was – it was getting ever easier to switch between operators. The campaign provided tangible reasons (beyond price) for customers to stay with Orange by rewarding customer loyalty. And at that time, Orange’s brand didn’t really stand out. Orange needed to find a way to be the top of mind brand among mobile operators.

But with the multi-million pound launch of EE back in 2012, the closing credits were in sight. I would like to think that in a board room somewhere in Hatfield, there was a pitch mirroring that of their long-running advertising campaign to rebrand the scheme as wEEdnesdays. But with film audiences shifting their disposable income towards Netflix, the brand saturation of Orange Wednesdays, and the potential sale of the brand to BT, EE came to the conclusion that this was the point when the logic behind the withdrawal had become so irrefutable that consumers’ emotional attachment to it wouldn’t cause a national uproar.

But while it lasted, Orange Wednesdays was great.