The Orange campaign "It's all about what matters to you," launched in France in 2018, centers on the essential role mobile phones play in everyday life, particularly for Millennials who spend an average of two hours daily on their devices. The campaign positions Orange as a brand that not only facilitates personal connection through technology but also takes social responsibility seriously by addressing driver safety in collaboration with France’s Road Safety Authority. This dual promise balances the value of constant connectivity with a commitment to public well-being, reinforcing Orange’s role as a trusted partner in both personal and societal contexts.
Strategically, the campaign leverages the insight that mobile usage is deeply integrated into users’ daily rituals—from communication to entertainment—highlighting the emotional and practical importance of staying connected to loved ones. The creative approach aligns this insight with a socially relevant issue, targeting the broad base of mobile users, particularly Millennials, who recognize the significance of both digital connection and road safety. By supporting public authority initiatives on safe driving, Orange extends its brand narrative beyond mere technology provision to encompass corporate accountability. This strategy enhances brand relevance by combining cultural resonance with a performance-driven message that speaks to responsible usage without compromising on the emotional ties underpinning mobile engagement.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign addresses a pressing social issue: the ubiquity of mobile phone use in daily life and its implications for road safety. The narrative emphasizes both the essential role mobile phones play in maintaining social connections and the dangers of using them while driving—a key societal concern in France. Orange positions itself as part of the solution, aligning with public safety authorities. The structure directly spotlights the problem (distracted driving due to phone use) and highlights Orange’s involvement as a responsible telecom operator working to mitigate it, fitting the Show the Problem format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. SFR – Market Positioning
SFR positions itself as a comprehensive telecom provider focusing on convergence between mobile, internet, and TV services. It emphasizes high-speed connectivity and bundled offers to appeal to families and digital households, promoting innovation in 5G and fiber optics while leveraging its network to deliver reliable service at competitive prices.
2. Bouygues Telecom – Market Positioning
Bouygues Telecom differentiates through its customer-centric approach, emphasizing simplicity, transparency, and value-for-money. It targets urban and younger demographics by offering competitive mobile and fixed-line packages with flexible options, strong customer service, and continuous investment in network quality, especially around 4G and fiber deployment.
3. Free Mobile (Iliad Group) – Market Positioning
Free Mobile disrupts the market with aggressive pricing and straightforward, no-frills offerings. Known for shaking up traditional telecom pricing in France, it appeals to cost-conscious consumers and tech-savvy users by focusing on innovation, transparency, and a digital-first customer experience, while aggressively expanding its network and services.
4. Verizon (International presence) – Market Positioning
Although primarily US-focused, Verizon competes at the global technology level offering advanced mobile and network solutions. It is known for premium quality, extensive 5G deployment, and corporate communication services, targeting enterprise clients and tech-forward consumers who prioritize security, reliability, and cutting-edge technology.
5. Vodafone (European market presence) – Market Positioning
Vodafone differentiates through its global brand strength, extensive international roaming options, and integrated digital services. It targets connected consumers and businesses by emphasizing seamless connectivity, advanced IoT solutions, and sustainable practices, positioning itself as a leader in innovation and digital transformation across Europe.
Q: What is It's all about what matters to you about?
A: It's all about what matters to you is a 2018 campaign from Orange, created by the agency La Chose and released in the French market. The campaign focuses on the central role mobile phones play in daily life, especially among Millennials who spend significant time on their devices. Through a film medium, it explores how everyday digital rituals—messaging, calling, emailing, and internet use—reinforce social connections. At its core, the campaign also addresses the societal issue of road safety, positioning Orange as a telecom brand that champions both connectivity and responsible technology use in partnership with France’s Road Safety Authority.
Q: What creative device does It's all about what matters to you use?
A: It's all about what matters to you employs the Show the Problem format, as classified by Clapboard's 12-format taxonomy. This approach highlights a relatable issue—the prevalence of mobile phone use in daily life and its impact on road safety—before presenting Orange’s involvement as a solution. The campaign narrative directly spotlights the dangers of distracted driving due to mobile use and frames Orange as a responsible operator working alongside public safety authorities. By structuring the message this way, the campaign creates immediate relevance and positions the brand as actively addressing a pressing social concern.
Q: What is the campaign proposition for It's all about what matters to you?
A: The campaign proposition for It's all about what matters to you is to position Orange as a brand deeply embedded in the everyday lives of its users, particularly Millennials, by facilitating meaningful digital connections. At the same time, Orange asserts its commitment to social responsibility by addressing the issue of driver safety in collaboration with France’s Road Safety Authority. This dual focus aims to balance the value of constant connectivity with a broader commitment to public well-being, reinforcing Orange’s relevance as a trusted partner in both personal and societal spheres within the electronics and technology market.
Q: How does It's all about what matters to you rank in Clapboard's archive?
A: In Clapboard's global ad archive, It's all about what matters to you holds a Clapboard Campaign Score of 62/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Orange's category?
A: In the French telecom sector, Orange faces competition from SFR, which emphasizes convergence across mobile, internet, and TV services with a focus on high-speed connectivity and bundled offers; Bouygues Telecom, known for its customer-centric approach, simplicity, and value-for-money targeting urban and younger consumers; Free Mobile, which disrupts the market through aggressive pricing and a digital-first, no-frills proposition appealing to cost-conscious and tech-savvy users; Verizon, a global technology player recognized for premium quality and advanced network solutions; and Vodafone, which leverages its international brand strength and integrated digital services to target connected consumers and businesses across Europe.
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