To celebrate its fifth anniversary, Orange has upped the ante by releasing a new marketing campaign for its hugely popular Orange Wednesdays 2-for-1 deal at the cinema, by which Orange customers simply show a code on their phones at the cinema and get 2-for-1 entry.

The campaign is to be shown throughout February on our screens, as well as on billboards, the radio and at the cinema, and will cost the mobile provider a massive £7 million.

The advert depicts the Wicked Witch of the West making a trip to the cinema with a friend. This humorous campaign is, according to Justin Billingsley, Orange director of brand marketing, about reminding Orange's customers about Orange Wednesdays and ensuring that they “take advantage of this great deal”.

However, on top of this, the 2-for-1 deal has gone one step further so that customers can get even more for their money. Orange has now signed up to a deal with Pizza Express for the next six months that will allow customers to get two pizzas for the price of one.

Orange Wednesdays was a brilliant deal on its own, but this just adds to the appeal. Will it see Orange win over even more customers? Well, in these cash-strapped times it is certainly appealing to the right market. Everyone still wants to go out and enjoy themselves, and by making it a bit cheaper it could well prove a positive move for the company.

The only problem with the Pizza Express deal is that you need to print out a voucher from your computer before you can take advantage of it, rather than simply showing the code on your phone at the counter, but it still likely to prove hugely popular.