Discover Orange's SaferPhone campaign for 2024, promoting safe, cyber-secure smartphones for families during Christmas — reconciling parents and teens.
In November 2024, Orange launched the SaferPhone campaign in France, created by Publicis Conseil, to address the ongoing challenge faced by parents and teenagers during the holiday season regarding smartphone gifting. This film-based campaign in the Electronic Devices industry introduces SaferPhone, a unique offering designed to reconcile the desires of teenagers wanting a smartphone for Christmas and the concerns parents have about digital safety and usage. SaferPhone provides a comprehensive solution by filtering unwanted calls, blocking malicious links, and protecting users from cyberthreats, all packaged with access to a refurbished iPhone 12 64GB for €99, reinforcing Orange’s longstanding commitment to digital child protection and family support. By partnering with the e-Enfance/3018 organization, Orange also takes a firm stand against cyberbullying and promotes healthy digital habits through the “Commitment Pact” between parents and teenagers, encouraging responsible online behavior, privacy protection, social network configuration, screen time limitation, and digital detox moments. The campaign’s film, produced by BIG and directed by Réalité, presents the parent-teen smartphone debate with a lighthearted yet positive tone, underscored by a fresh rendition of the Christmas classic Carol of the Bells, reimagined by Oscar-nominated composer Clément Ducol. Within the narrative, an Orange advisor empathetically addresses both perspectives and introduces SaferPhone as the solution, emphasizing security and personalized guidance. The campaign rolled out across TV and social media starting November 22, followed by cinema, press, and print from November 28. A December “calendar of arguments” featured prominent sports figures such as Ousman Dembélé and Sakina Karchaoui, eSports team Karmine Corp, and influencers including Kayane and Aypierre to broaden engagement. Additionally, a partnership with content creators Mcfly and Carlito offered authentic parenting insights through a video shared in December, amplifying the message of balanced and safe smartphone use within families.
Credits
Client
Orange
Agency
Publicis Conseil
Brand
Orange France
Account Management
Quentin Delobelle, Annabel Salesa, Ombline Thomine-Desmazures, Marie Tréguier, Laurence Pagny, Anne Dauvé, Eric Guillod, Jeanne Lermarchand, Grégoire Martin, Nina Martinez, Alexis de Saint Genois, Sandrine Martin, Alexia Apikian
Antoine Querolle, Lucas Da Horta, Jonathan Prouteau, Dario Pereira
Art Director
Clément Palouzier, Vincent Laugier, Sophie Raguis, Mila Capron, Elisa Attia, Clara Douchet, Matthieu Artesino, Leanne Sannier
Strategic Planner
Théo Tiret
Traffic Manager
Campaign Proposition
Orange’s SaferPhone campaign addresses the tension between parents’ concerns about digital safety and teenagers’ desire for smartphones, particularly during the Christmas gift season. The brand proposition centers on offering a solution that balances these conflicting needs by providing a refurbished, secure iPhone 12 accompanied by tailored digital protection services. These include filtering unwanted calls, blocking malicious links, and combating cyberthreats, thereby positioning Orange as a committed partner in fostering safer digital experiences for families. The inclusion of the “Commitment Pact” further aligns with Orange’s longstanding involvement in child digital protection and cyberbullying prevention, promoting responsible digital habits through collaborative family agreements.
Strategically, the campaign leverages the real-life dynamic between parents and teenagers around smartphone usage as its core insight, creatively portraying this dialogue in an offbeat, positive narrative supported by a reimagined Christmas carol to evoke seasonal relevance. The timing coincides with the heightened demand for smartphones at Christmas, capitalizing on emotional and practical factors influencing purchasing decisions. Multi-channel activation occurs across TV, social media, cinema, press, and print, ensuring broad exposure. Additionally, the campaign deepens engagement through a “calendar of arguments” featuring sports, esports, and influencer personalities, enhancing credibility and resonance with diverse audiences. The partnership with content creators Mcfly and Carlito further personalizes the message by integrating authentic parenting experiences. Overall, the campaign synergizes product innovation with social responsibility, aiming to bridge generational divides through a compelling, culturally tuned narrative and a comprehensive media plan.
Creative Device
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
The SaferPhone campaign centers on the real, widely felt conflict between parents’ concerns about smartphone risks and teenagers’ desire for their own device, particularly at Christmas. The narrative is built around the “parent-teen debate,” making the problem explicit and relatable. The Orange advisor appears as the pivotal character, acknowledging both sides and resolving their opposing needs with SaferPhone—a solution designed to address digital safety concerns without sacrificing teenagers’ wishes. This classic setup-then-solve framing is the hallmark of the “Show the Problem” creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Mathilde Sigler
Production House
Big Production
Director
Réalité
Post Production
Firm, Johan Luce-Antoinette, Gwen Ghelid, Arthur Paux
Music
Prodigious, Joel Tessonneau, Clément Ducol
Competitive Planks
SFR – Positioned as a major French telecom operator offering comprehensive mobile and internet services, SFR emphasizes high-speed connectivity and bundled packages. Their strategy leverages aggressive pricing, extensive 5G coverage, and exclusive content partnerships (TV, sports) to attract families and youth segments seeking entertainment alongside reliable telecom services.
Bouygues Telecom – Known for blending competitive pricing with customer-centric service, Bouygues Telecom highlights network quality and innovative offers, including family-friendly mobile plans and sustainable device options. Their market approach focuses on digital simplicity and responsible consumption, appealing to environmentally conscious consumers and those valuing straightforward, flexible contracts.
Free Mobile – Disruptor status in the French telecom market with ultra-low-cost plans and no-contract offers. Free Mobile capitalizes on simplicity, affordability, and transparency, targeting price-sensitive millennials and younger demographics. Their strategic angle revolves around breaking traditional telecom norms and leveraging digital-first customer experiences.
Apple France – Dominates through premium smartphone offerings and ecosystem integration. Apple’s market position is built on quality, innovation, security, and brand prestige, attracting tech-savvy and status-conscious consumers. Their strategic focus includes promoting latest technology features and seamless cross-device user experiences, which appeals strongly to teenagers and young adults.
Samsung France – Establishes itself as a leader in device innovation and variety, offering a broad range of smartphones across price segments. Samsung’s positioning emphasizes cutting-edge technology, customization, and strong camera capabilities, catering to diverse consumer needs from budget-conscious buyers to high-end users, making it a strong competitor in the electronic devices industry.
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