Wednesday, 26 August 2009

Orange extend their film about 500 miles

Something that I came across in Poland last week that seemed worth commenting on.

UK punters will be well aware of Orange's long-term and very well executed use of film as a brand communication vehicle. The amusing Gold Spot ads at cinemas and the Orange Wednesdays have been part of the film experience in the UK for some time

So I was interested to see that Orange Poland (re-branded here a couple of years ago) have also chosen to follow the film route. But happily, they aren't copying and pasting but applying a decidedly Polish take.

Like most of continental European, the Poles tend to holiday during a certain season (pretty much July and early August). With the Zloty suffering against the Euro and the country gripped by talk of economic crisis (really not that bad so far - fingers crossed...), as a consequence holidaying in Poland remains the best bet for many Poles - for at least one of their summer holidays (seems most people have two).

The options are three-fold; coast, lakes or mountains. With the deadly Polish roads actively keeping the population stable (there was a weekend when 66 people died on Polish roads recently - and not in 2 coaches), many Poles let the train take the strain.

Orange have understood this and have provided an addition to their regular summer cinema season in key Polish holiday resorts.

So running on the line from Sopot (twinned with Southend on Sea no less...) on the north coast to Zakopane in the Tatra mountains in the south, rail users could watch a vary of films - new and classic- in a branded Orange coach. Unlike Orange Wednesday, no Orange phone is required to settle in for the flick.
Once in each holiday town - Orange have also set up screens to keep you entertained when you're grown tired of talking to your family...

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