Orange Film Proposition

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Orange Film Proposition

  1. 1. UK content strategy Anita Bevan Head of Content Operations anita.bevan@orange-ftgroup.com 22 October 2009 Orange Restricted
  2. 2. Content strategy for audience uplift <ul><li>Improve breadth, depth and credibility of content through new partnerships with trusted brands </li></ul><ul><li>Differentiate through experience. Create engaging user experience specific to each proposition </li></ul><ul><li>Drive content sharing, commenting and community interaction in line with orange brand positioning </li></ul><ul><li>Increase relevancy through personalisation and customisation </li></ul><ul><li>Re-shape propositions to enable portability between pc and mobile </li></ul><ul><li>Use mobile assets – identity, location, alerts etc to enrich overall experience </li></ul>Orange Restricted
  3. 3. Orange Film Orange Restricted
  4. 4. Meet Anne <ul><li>Anne is a 32 year-old teacher and an Orange mobile customer </li></ul><ul><li>She likes to use her Orange Wednesdays 2 for 1 ticket offer at her local cinema </li></ul>Orange Restricted Pic of Anne with mobile
  5. 5. To find out what’s showing locally Anne can use her Desktop widget…. Orange Restricted
  6. 6. … or the Film Finder on orange.co.uk Orange Restricted
  7. 7. … or the Film Finder on Orange World Orange Restricted
  8. 8. To choose which film to see Anne can watch the trailers and read user reviews on orange.co.uk and Orange World Orange Restricted
  9. 9. After she’s seen the film she can post a quick review on orange.co.uk or Orange World… Orange Restricted
  10. 10. … or create an avatar and join the crowd… Orange Restricted
  11. 11. Key points about the Orange Film experience <ul><li>Orange Wednesdays proposition is at the heart of the experience </li></ul><ul><li>Proposition built on existing cinema-going behaviours </li></ul><ul><li>Customer can access wherever they are – even on Facebook </li></ul><ul><li>Experience optimised for platform </li></ul><ul><li>User-feedback becomes compelling content </li></ul><ul><li>Film audience has more than trebled following launch of new proposition, to just under 500,000 </li></ul>Orange Restricted

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