Orange Fiber: Insight-Rich Campaign

For operators, promoting the benefits of fiber is a strategic focus as the deployment of infrastructure is complex, time-consuming and expensive. We therefore expect a major return on investment. Knowing how to put the uses of Fiber into perspective in a context where the sole reference to speed can show its limits (see our forum on 4G) is therefore crucial.

Orange has communicated a lot about “100% Fiber Fiber”, a claim that is not always easy for consumers to grasp (because it ultimately refers to a technical argument, end-to-end Fiber vs. the copper endings of certain competitors speaking abusively of “Fiber”). Here, Orange brings tangible evocative content to “Flibre 100% Fiber”.

“Do you want Fiber?”, Cool Dad & the Family:

Here, in an original format of just under three minutes, the operator achieves a quadruple challenge:

1. Address atargetwith high added value, digital families,
2. Communicate with aapproach creative, an offbeat format and tone,
3. Promote attribution withclear signatureat the beginning, at the end but also several orange graphic elements which recall the brand codes throughout the clip,
4. Finally, and this is a point that is dear to us, maintaining avery strong consumer anchor, because the text of this song is particularly accurate (see bonus lyrics below). The main consumer insights that a digital family can experience are: music streaming & video, socializing, gaming. The film is resolutely focused on uses that are in touch with reality. And of course an answer to these insights, in this case the wish-granting father…

A quirky and mocking tone already used in the film “Papa Cool” (30 sec) featuring the same family and this “cool dad” with an effective catchphrase.We refuse nothing to the one who brings the fiber". Because the target here, of course, is the parents (in this case the dad).

This clip clearly depicts desire and its response* with an original creative approach in an unusual format. Orange will probably pre-empt the fiber territory at the top of mind with an efficient and adaptable approach. Here we find both the brand's DNA and a real customer focus highlighting strong insights. A perfect balance.
* in the mind“listen-act” desired by Orange’s Essentials2020 strategy.

As a bonus, the lyrics of “You want fiber?”

Hey we should do something for the internet
For music it's a hassle, it bothers me
It's not the right look, it's 2017
How do I do live streaming and everything that goes wrong?
It's depression, I'm at the bottom of the hole
Even my friends who come find it annoying
You want speed, fast, something really concrete
I'll bring you the fiber, my friend, straight to the house
You're going to enjoy it, you're going to mix and you're even going to thank me
It's going so fast that it's you who's going to row
You want the fiber Clique Clique Clique
Click for fiber Clic Clic
I'm fed up, it doesn't answer anymore
And what do I do for my content?
If I carve my bandwidth again
I promise I'll make you experience Dante's hell
I won't miss any of my episodes again
Otherwise I warn you for me it will be an exodus
I get the fiber without fail, no more waiting
The episodes are yours, from one to thirty
We can watch whatever we like
And without interruption I swear you will enjoy it
You want it free Click Click Click
Click for fiber Clic Clic
Someone listen to me, I'm tired of this connection
I'm a gamer, how do I win my bases?
In this house I assure you it's laggy I can't win
I prefer not to play, that's for sure, rather than being dropped
I'm not like that man, I'm not a doll
What thrills me guys is the speed.
I bring you the fiber and the speed of killer daddy
In your game you will shoot, I guarantee it
The bad guys the tremons bimb bim on the chain
With fiber my daughter you will be naughty
Thanks to dad, no doubt the others will have hatred
Yeah yeah make way for the father
You want the fiber Clique Clique Clique
Click for fiber Clic Clic (repeat)