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Cinéday: at least you get to choose your partner at the cinema
April 19, 2012
On the 4th of April, Cinéday returns to screens to continue the advertising campaign Publicis launched for Orange a year ago. Every Tuesday is Cinéday, when Orange customers get a free cinema ticket for every ticket they buy.
First there was the film ‘Cavalrymen’ ('Les Hussards') – which used the creative device of the cultural codes in a pretend trailer for a big action adventure film, with quirky and original appearances of a guest star in some of the scenes – and now in 2012 the adventure continues.
This year, the creative idea is that of choosing the right partner to take to the movies, and this theme humorously explores the importance of being able to choose with whom to share the emotion of film.
For these new films, Publicis called upon Xavier Giannoli, a talented director who has a rich filmography in his repertoire, to create big screen adverts in a highly cinematic style that are funny, fresh and unpredictable.
And to extend the magnitude and scope of this campaign even more, Publicis offered two inimitable stars of French cinema, Catherine Deneuve and Gilles Lellouche, the chance to be a part of the adventure.
Broadcast from April 4th to May 8th, the campaign showcases the talents of the director and the actors in 2 very different types of film – Catherine Deneuve in an intimate genre film and Gilles Lellouche in an action movie.
There are two adverts, 'Jean-Baptiste' and 'Cheerleader' – and these are scenes of equally pure filmmaking, where each great actor teams up with an unexpected partner. These unlikely movie partnerships result in unusual and comical situations that make the scenes funnier and the dialogue even juicier…
Adding even more emotional depth to these films, the music for the 2 spots was composed by Sinclair, a talented composer who knows the world of cinema well from having created and contributed to several soundtracks.
Publicis and Marcel are using a campaign with digital resonance to boost awareness of Orange's involvement in cinema.
The campaign makes use of several event formats, styling the homepages of websites key to the launch. Movies are broadcast on Orange’s Daily Motion and YouTube channels, as well as on cineday.fr as of 28th March.
This is a contextual and event-based web launch that arouses curiosity but also enables everyone to experience the magic of film – online, or at a theatre near you.
With this campaign, Publicis and Orange continue to make Tuesdays the day for cinema enthusiasts. Since its launch on the 10th May 2011, more than 1 million people have already shared a movie moment with someone close to them, thanks to Cinéday – that’s 500 000 free tickets given away. The record was actually broken on Tuesday 27th December 2011, with 36 000 free tickets given away!
Cinéday is an Orange initiative to boost cinema attendance as part of the brand’s commitment to and long involvement in this industry, most notably in production through Studio 37.