By 2009, Orange’s long-running film association was running out of steam, hampered by the logistical and costly constraints of working with the Hollywood A-list.
We needed to give Orange a deeper role in Hollywood.
Flip the way the movie industry view Orange. Rather than trying to find the talent we could afford to appear in our ads, we used the media value of the Gold Spots to benefit forthcoming Hollywood blockbusters. In return, we gained the support of the movie studios and in turn their A-list talent as brand ambassadors.
Building on the Gold Spot partnership, we have also extended our relationship to UK cinemas, asking cinema goers to switch off their mobiles through our spoof Movie News team.
To date, we have partnered with the A-Team, Gulliver’s Travels, The Muppets, The Expendables 2, Potiche, Rio and The Sweeney.
Today, Orange is a major player within the film industry, actively courted by Hollywood studios, allowing us to reduce production costs and at the same time secure A-list talent.