The Orange campaign titled "Zidane," launched in June 2016 during UEFA Euro 2016, leverages the strong cultural and emotional resonance of football, specifically through the use of French football legend Zinédine Zidane, to reinforce the brand’s identity as a key enabler of fan engagement and connectivity. The campaign’s underlying brand proposition centers on positioning Orange as more than a technology provider; it is portrayed as a facilitator of shared experiences and communal passion, emphasizing the idea that fans themselves are the true stars of the sporting event. By associating with one of France’s most iconic athletes and the high-profile UEFA tournament, Orange aligns its service offering with the excitement, unity, and national pride that football generates.
From a market strategy perspective, the campaign employs a celebrity-led narrative to deepen emotional connection with the audience, targeting football fans who value both the sport and the social interactions it fosters. The creative angle underscores inclusivity and the communal nature of sport fandom, subtly shifting the focus from the brand’s technological capabilities to its role in enabling meaningful moments for its consumers. The use of culturally significant music and film excerpts further roots the campaign in a familiar French cultural landscape, enhancing relatability and local appeal. This strategy reflects an understanding that in the competitive electronics and technology market, emotional engagement and relevance to everyday experiences are crucial differentiators. The campaign’s digital roll-out, supported by an official site and social media hashtag #OrangeSponsorsYou, facilitates interactive participation, amplifying brand presence in a context where connectivity is core to both the product and the audience’s lifestyle.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign prominently features Zinédine Zidane, a globally recognized football icon, for Orange’s UEFA Euro 2016 sponsorship. The genre is flagged as "Celebrity," and the campaign’s titling (“Zidane”) and description (“with Zinédine Zidane for UEFA EURO 2016”) confirm that his presence is central to the communication. While the message “the fans are the real stars” is conveyed, Zidane acts as a brand ambassador leveraging his status to generate attention, excitement, and association, rather than resolving a narrative problem or dramatizing product benefits. The celebrity’s involvement is the primary creative device for brand recall and emotional engagement, which aligns directly with the ongoing celebrity 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 provider of robust and reliable telecommunications services in France, focusing on high-speed internet and innovative bundled offers. Their strategic angle leans heavily into integrating mobile, internet, and TV services under competitive pricing and enhanced customer experience, targeting both individual consumers and businesses with a strong emphasis on network quality.
2. Bouygues Telecom – Market Positioning
Bouygues Telecom differentiates by emphasizing customer-centric innovation and transparency. They focus on flexible plans, competitive pricing, and network quality, often promoting value for money and simplicity. The brand highlights technological advancements and customer service to appeal to tech-savvy users and families seeking reliable mobile and internet solutions.
3. Free (Iliad Group) – Market Positioning
Free disrupts the French telecom market with aggressive pricing and straightforward service offerings, positioning itself as the challenger brand. Known for innovation, such as pioneering low-cost broadband and mobile plans, Free targets cost-conscious consumers and early adopters who prioritize affordability without compromising on performance.
4. Vodafone (in international markets) – Market Positioning
Vodafone leverages its global footprint to position itself as a premium telecom and technology brand offering seamless connectivity and cutting-edge digital solutions. The company focuses on innovation in 5G, IoT, and enterprise services, appealing to both consumers and businesses seeking comprehensive, reliable, and future-focused telecom services.
5. Deutsche Telekom (T-Mobile) – Market Positioning
Deutsche Telekom, through its T-Mobile brand, emphasizes superior network quality, extensive coverage, and innovative technology in the European electronics and telecommunications space. Positioned as a leader in digital transformation, they combine strong customer service with robust mobile and internet plans, catering to a broad audience from individuals to large enterprises.
Q: What is Zidane about?
A: Zidane is a professional campaign launched in France in 2016 for the brand Orange, created by the agency Publicis. Designed to coincide with UEFA EURO 2016, the campaign centers on a film featuring football legend Zinédine Zidane and aims to engage fans by positioning them as the true stars of the tournament. The campaign leverages French cultural touchpoints, including a classic Michel Legrand composition, to evoke national pride and emotional resonance. With content in French and a focus on the Electronics and Technology sector, Zidane underscores Orange’s commitment to connecting fans and enhancing their shared sporting experience.
Q: What creative device does Zidane use?
A: Zidane employs the ongoing celebrity format, classified as FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES in Clapboard’s 12-format taxonomy. This approach places football icon Zinédine Zidane at the center of the campaign, using his widespread recognition and cultural significance to drive brand recall and emotional engagement. Rather than dramatizing a product benefit, Zidane’s presence serves as the primary creative mechanism, reinforcing Orange’s message that the fans are the real stars and amplifying the campaign’s reach through celebrity association.
Q: What is the campaign proposition for Zidane?
A: The campaign proposition for Zidane positions Orange as more than a technology provider, emphasizing its role as a facilitator of shared experiences and communal passion during UEFA EURO 2016. By leveraging the cultural and emotional resonance of Zinédine Zidane, Orange communicates directly to football fans, highlighting its commitment to enabling meaningful moments and connectivity. This strategic stance differentiates Orange within the electronics and technology market by focusing on emotional engagement, national pride, and the unifying power of sport, rather than solely on technological features.
Q: How does Zidane rank in Clapboard's archive?
A: Zidane holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of major sporting events and celebrity-led advertising.
Q: Who are the competitors in Orange's category?
A: In the French electronics and telecommunications market, Orange competes with SFR, which emphasizes robust network quality and integrated service bundles; Bouygues Telecom, known for customer-centric innovation and value-driven plans; Free, which disrupts the market with aggressive pricing and straightforward offerings for cost-conscious consumers; Vodafone, which leverages its international presence and focus on digital innovation; and Deutsche Telekom (T-Mobile), which prioritizes superior network coverage and digital transformation across Europe.
ARCHIVE.webp)
