Challenge

Concept and implementation of a loyalty program for one of UK’s largest mobile carriers. This initiative began as part of a large set of promo activities to increase subscriber loyalty. It was then extended into a full-blown program of its own, which continues today.

Solution

Orange Wednesdays. A program that allows Orange subscribers to get a second movie ticket for free on Wednesday, for any showtime, to any movie, in most cinemas across the United Kingdom.

Throughout the program’s lifetime Orange subscribers have redeemed 30 million mobile coupons, with the phrase ‘Orange Wednesdays’ becoming a household name. Success of Orange Wednesdays in the UK has led to creation of program’s clones across 8 European countries.


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