PARIS, FRANCE – In a campaign created by Publicis Conseil, Orange supports its customers through the magic of the holiday season
Every year, the holiday season brings as much joy — reunions, celebrations — as it does stress, planning pressure and fear of mishaps (nearly 7 out of 10 people in France say they feel stressed as Christmas approaches – OpinionWay, 2024). So to help make sure Christmas stays a celebration, Orange is here to bring a few antidotes to that mental load.
Car trouble on the way? Stay connected to your loved ones thanks to Orange’s #1 mobile network and call for roadside assistance. A broken smartphone after a slip or any other unfortunate incident? Orange lends you one for the duration of the repair or while waiting for a replacement. For families dreading the purchase of a first smartphone for a teenager who keeps asking for one? Orange offers SaferPhone — the first smartphone designed to reconcile parents and teens around a safer digital experience. Facing the rise in cyberattacks, 75% of which occur during the holiday season, partly driven by the surge in online shopping? Protect up to 10 devices from phishing, viruses and malicious links with Orange Cybersecure. And for the fear of break-ins, which also peak at this time of year, Orange Maison Protégée helps families leave for the holidays with greater peace of mind.
In short, you guessed it: whatever happens this Christmas, Orange is there.
A campaign orchestrated by Publicis Conseil and built on a playful sense of humor
The film, directed by Big Production and Réalité, features an offbeat portrayal of an ever-present Orange advisor — always there to reassure customers in every moment of doubt, worry or stress.
“’Orange is here“ is a signature we’re truly fond of — both extremely simple and full of meaning. For the past two years it has guided all our communications, but for this Christmas campaign we wanted to celebrate it fully by placing it at the heart of the creative idea. We wanted to lean into humour — sometimes even flirting with the absurd — while always keeping the intention of showing people in France that whatever happens, Orange is there for them.” explain Julien Colas & Kamel Makhloufi, Creative Directors at Publicis Conseil.
All of this is set to a Mozart piece performed by Orange employees, reinterpreted for the occasion to celebrate the brand signature “Orange est là” and reinforce the tongue-in-cheek tone.
“This year, we wanted to tell a meaningful story around the idea that Orange is there. And what better way to illustrate this promise than by involving Orange employees themselves, through the reinterpretation of this Mozart requiem that becomes ‘Orange est là’? Because ultimately, Orange is part of everyday life for people across France — but Orange is also present in the making and interpretation of this very campaign.” says Quentin Delobelle, Director of Commercial Communications at Orange France.
Launched on 21 November, the campaign rolls out across digital and social media — often featuring the same advisor-hero duo — as well as through Christmas tales that humorously remind everyone that whatever happens at Christmas, Orange is there.
Through this campaign, Orange aims to bring a smile to people across France while offering a fair and relevant perspective on the worries that come with the holiday season — and above all, to reaffirm its position as a trusted brand that has always innovated to provide the solutions people need to fully enjoy everyday life.
