Campaign Media Awards 2009: Best Media and Entertainment Campaign

Title: Orange Wednesdays Are The New Fridays
Duration period: 6 February 2009-5 July 2009
Media agency: Mediaedge:cia
Media director: Nick Baughan
Account director/media planner: Stuart Bowden
Creative agency: Fallon
Creative director: Tony McTear
Account director: n/s
Account planner: Tamsin Northridge
Client: Orange
Brand/product: Orange Wednesdays
Marketing director: Spencer McHugh
Media/brand manager: Lisa Cheung

Mediaedge:cia was briefed by Orange to boost the uptake of its two-for-one cinema ticket offer, since it is a key tool in reducing customer churn. The big idea for the campaign was to position Orange Wednesday as the new Friday, so the agency worked to get Xfm and Galaxy radio stations to move their film review shows to Monday and Tuesday, adopting Orange Wednesday branding.

Along with regional press, cinema and TV ads, the second week of the campaign saw the highest redemption in the promotion's five-year history, and redemption rates remain high. The judges admired the confidence of the idea.

Title: Sony Pictures The Damned United
Duration period: 6 March 2009-31 March 2009
Media agency: Manning Gottlieb OMD
Media director: Toby Heiser
Account director/media planner: Lucy Croxford
Creative agency: Empire Design
Creative director: n/s
Account director: n/s
Account planner: n/s
Client: Sony Pictures Releasing
Brand/product: The Damned United
Marketing director: Stuart Williams
Media/brand manager: n/s

Sony Pictures' film The Damned United was a relative rarity for the company - a locally made, smaller film. It tells the story of the legendary manager Brian Clough and his 44-day stint at Leeds United. Clearly giving audiences the chance to witness Clough in action was a winning strategy, so Manning Gottlieb OMD ran a full two-minute trailer just before kick-off during the FA Cup tie between Derby County and Nottingham Forest, where Clough had also managed. The commentators discussed the film during the match, giving an excellent start to a campaign that also effectively used media partners including The Times, The Sun, The Daily Telegraph and talkSPORT. The result was a box office hit, beating many films that were more heavily promoted at the same time.


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