margaux

julia

lEa

juliette

mariem

Creativity unlocks your brand potential

studies

branding

design

strategic planning

medias

Mercury  

Let’s round o f f t h e

angles

Consolidate axis of Orange’s differentiation to make it a reference in terms of customers’ memorable experiences thanks to a new

approach of the brand’s identity

goal

object ives

Establish Orange as a key daily partner in customers’ lives by

communication actions focused on experiences before

services / lexical field in coverage: actions,

experience, response, connect.

Reinforce brand attachment through the evolution of Orange’s image as the service that connects them to

what’s essential in their life / +20 points of

brand value over a year

Stimulates word-of-mouth thanks to

memorable experiences and a true

listening of Orange’s customers’ needs

+25% positive feedback on social

networks and forums

source: statistia

63

10%

most quoted reason for leaving an operator : packages too expensive

individuals feel they have more expectations

than before - empowering devices

source: mashable

consumers worldwide state that telecommunication is a sector with the best customer experience source: ey sweyney

real opportunity / differentiating

2nd

most earned media

trust earned media, such as word-of-mouth and recommendations from friends and family

experience as a price justification

source: nielsen

the apple experience

•  subconscious •  simplicity

What matters for customer is…

TREND FOCUS Tech that makes you forget it’s here

when technology gets out of the way, everything becomes more

delightful, even magical Steve Jobs, 2012

segmented use

memorable experience

functional experience

inclusive experience

Smart like you Simplicity

Close to you

PRESS AUDIT

A telecommunication operator renown for its trustworthiness

« Orange’s network is the best one, Free’s network ranks last »  

Nouvelobs.com 24/06/14

« Being an historical operator has advantages: a network inherited from a public monopoly, a brand known by all and which, generally inspire confidence ... »  

Latribune.fr 26/01/14

« Orange can also boast about offering the best mobile network quality, up to 5 times faster than the competition»  

Mensquare.com 14/04/2014

« From the living room, to the bakery through public transportation, Orange tries to get a place anywhere the Internet is or will be »  

Ladepeche.fr 08/11/2013

an established reputation

STAKEHOLDERS

TOP

MANAGEMENT

RH

INTERNAL

COMMUNICATIONS

EMPLOYEES

Managers NEW

FORMER

UNIONS

FONDATION

SUBSIDIARY

COMPANIES

EU

ARCEP

NATIONAL NEWSPAPERS

CLIENTS

B2B

B2C

STARTUPs

SUPPLIERS

SHAREHOLDERS

CONSUMERS

ASSOCIATIONS

COMMUNICATIONS

PROFESSIONALS

beyond technology, humans

Le Figaro, Le Monde,

Liberation, INTERNATIONAL New

York Times, Der Spiegel, El

Pais, etc.

ECONOMICAL/FINANCIAL

Les Echos, La Tribune,

L’Opinion, L’Agefi; THE FT,

Business week, Bloomberg,

Forbes, The Economist,

Handeslblatt, etc.

SPECIALIZED/ ONLINE

Le Journal des télécoms, Le JDN, NextINpact, Les

Numériques, Numerama, etc.

ANFR

TARGETS

histor ica l c l ient

ultra -connected 25-35

those who reg ret looking for memorable experiences

leaving for F ree

the brand that makes my everyday life easier and more

intuitive by caring for what matters the most to me

KEY MESSAGES

connect me to what is essential in my life

orange

i ts services

offered by Orange is unique in terms of flow, incomparable in terms of anticipation of my needs

the exper ience

translated in key actions

1 2 3 s e t f o r t h o r a n g e

•  Challenging the brand’s identity •  … expressing it throughout

different point of contact •  Rearticulate brand management

m a k e a s p l a s h

s u s t a i n t h e fi r e

•  External communication - PR - Storytelling - Client-focused actions •  Internal communication

•  Orange app: the remote of your life

•  The Orange « button »

1 How?

Wh y ?

T a r g e t

All stakeholders, clients, and prospects

c h a l l e n g i n g t h e b r a n d ’ s i d e n t i t y

set for th orange

•  Brand platform •  Logo •  Range of images •  Tone of voice

Adjust itself to anticipate individuals needs and affirm its symbolic brand position, reaffirm and challenge its sets of values Be different within an highly-competitive market

vis ion

mission

ambit ion

A one-of-a-kind experience of

communication for all

An unrivalled customers’ experience

The daily partner that connects you to what matters for you

Orange’s mission is to accompany you in every moment of your life and connects you to what matters. Your needs and requirements evolve each day. We foster a genuine inquisitiveness for making your life more intuitive by anticipating them.

It’s by offering memorable experiences

that we erase ourself. Orange aims to be so efficient, you will not even notice you’re using technology.

We round off the angles.

feng shui

flat des ign

s imple l ines

The simple life.

Positioning

c o l o r s c h e m e

f o n t Helvetica Neue Bold Abcdefghijklmnopqrstuvwxyz�ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue Regular Abcdefghijklmnopqrstuvwxyz�ABCDEFGHIJKLMNOPQRSTUVWXYZ

R 247�V 127�B 0

R 89�V 89�B 89

R 191�V 191�B 191

t o n e o f v o i c e

Reassuring�Feminine �Calm

S o u n d b r a n d i n g

Touch-points:�In-store messaging / Call waiting and Phone services / Adverts / Apps / Software (ex. Livebox)

•  Set the mood •  Peaceful •  Quiet tempo •  No lyrics but sung notes

•  Indistinct presence •  Discreet •  Short

•  Talk to me •  Bilingual French/English •  Feminine •  Medium/light

H o w ?

W h y ?

Embody Orange’s values and create an ambiance at every contact points

Music

Sound design

Voice

s c e n e s o f l i f e

a v o i d f e a t u r e o f d e v i c e s

l i g h t a n d b l u r r e d e f f e c t s

w a r m c o l o r e d

c u s t o m e r - f o c u s e d

1 How?

Wh y ?

T a r g e t

Orange’s clients and prospects

c r e a t e a m e a n i n g f u l c o n t a c t a t e v e r y l e v e l

set for th orange

Express the idea: beyond technologies, men and women Omnipresence and quality must be in the heart of all, regardless of the product concerned and regardless of which channel (phone, email, appli, stores,TV, … )

Customize a custom made contact with each client while maintaining consistency at all levels. Workshop + White book Clients services points of contact: responsible for your account, solutions architect, regions teams, local service etc. Chat Orange, Facebook, Twitter: @Orange_France @Orange_conseil, Google Plus, Instagram, Pinterest, Youtube, Dailymotion, Phone, Orange Application , Orange Stores, TV, Orange le Collectif website

Reaffirm the brands identities by keeping their values, positioning and own universes. Ensuring a coherent brand platform. Sosh and M6 Mobile have a well argued positioning > changing it would be risking loosing their identity and legitimacy among the customers

global action : building a coherent organization

Reaffirm Orange’s endorsement Use Orange as a label for OBS activities OBS is a French and global brand expanding internationally who needs to be easily recognized by professionals

brand ecosystem like a family: same but different

h o w ?

w h y ?

h o w ?

w h y ?

Sosh M6 mobile Orange Business Services

Orange’s Flat design + M6’s shading

Orange’s NAME

SIMPLICITY Logo understood internationally

ENDORSEMENT Orange’s NAME

like a family: same but different

sameness

endorsement

simplicity

endorsement

brand ecosystem

2 h o w ?

w h y ?

P R

make a sp lash

Share quality content with media and stakeholders •  What makes tomorrow’s digital experience so

memorable •  Orange at the forefront of digital experience

Affirm Orange’s new identity Give priority to Orange’s identity and mission over products or services

t a r g e t

Stakeholders and the mainstream

make a sp lash

s t o r y t e l l i n g

h o w ?

w h y ?

Digital and TV storytelling campaign •  Following daily experiences of influencers •  Show how, thanks to orange they create,

communicate, do business and entertain themselves

•  Client and brand form a team “We made it TOGETHER”

•  Bloggers, journalists, musicians, entrepreneurs

•  Orange make a difference in customers’ life

•  Customer-centric : identification + enhance the adhesion

•  Build your brand story

t a r g e t 2 Ultra-connected 25/35 : the makers generation

tania

yann

peter entrepreneur powered by orange

blogger powered by orange

graphist powered by orange

2 make a sp lash

s o c i a l m e d i a

h o w ?

w h y ? •  Introduce the new identity externally

•  Interaction between Orange and customers ; Show that we are comitted to our customers. Make them participate to create a strong brand attachment

Broadcast a 30’ video on Youtube revealing the new logo and brand platform •  Video broadcasted on Facebook, Twitter,

Google + and Instagram •  In a “tribune” on main businesses blogs

(challenges, Influencia etc.) : the Brand Strategy Director will introduce the new Orange

•  Contest on social medias:

#WhatMattersMostToMe

#WhatMattersMostToMe "

2 h o w ?

w h y ?

c r e a t e e x c i t e m e n t i n t e r n a l l y

make a sp lash

•  Video of the CEO, Stéphane Richard •  Workshops to introduce the new branding •  Removing old office branding materials •  “Brand ambassador” campaign •  System designed to ease dynamic internal

communication

•  Intern: first vector for communication •  Give everyone a clear indicator: top concern •  Share implications of the new branding,

benefits and values related

3 h o w ?

w h y ?

t a r g e t

Orange’s clients

a f u l l y - r o u n d e d s o l u t i o n a p p

Susta in the fi re

•  Compiling all orange services and app to connect customers to what’s essential in their life

•  Increase awareness for orange wide array of services

•  Emphasize the daily partner dimension through the proposing of a fully-rounded service

3 h o w ?

w h y ?

t a r g e t

•  Ultra-connected 25-35 y.o •  “Those who regret”

t h e o r a n g e b u t t o n

Susta in the fi re

•  An « orange button » shortcutting to your favourite service offered by Orange

•  Allow a comprehensive and continuous digital experience

•  Embody physically the brand promise and make customers live memorable digital experiences

•  Increase the « word-of-mouth » effect

Orange button p ar tnership with fl ic

Orange button p ar tnership with fl ic

CALENDAR 2015

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

REBRANDING CAMPAIGN

Press Relations

STORYTELLING

SOCIAL MEDIA

INTERNAL VIDEO

oRANGE APP

ORANGE BUTTON

WORKSHOP

REMOVING OLD OFFICE BRANDING

MATERIALS

bRAND AMBASSADOR CAMPAIGN

INTERNAL SOCIAL NETWORK

MEASUREMENT

2016 CALENDAR

MEASUREMENTS E X P O S U R E

a f f i n i t y

A C T I O N

PR coverage: At least 100 articles online+ offline / lexical field in coverage: actions, experience, response, connect. Analysing comment sentiment – from reviews, social media and app rating / +25% positive feedback on social networks and forums App - 50 000 download within the first three months

Attachment to the new brand identity– 40% feel Orange must evolve to adapt Opinion- +25% of the target audience qualify Orange as a provider of memorable experiences / +20 points of brand value over a year

Social media: 4000 tweets about the new logo Youtube video: 800 000 views Contest : At least 200 answers with the hashtag #WhatMattersMostToMe Increase of website traffic +20%

10,2%

14,3%

11,5%

10,6%

29,8%

BUDGET 5%

Rebranding - 26 000 Strategic process and conception – 20 000 Design – 3 000 Sonor identity – 3 000 Points of contact – 12 000 Workshops conception and organisation – 7 000 White book conception, production and diffusion – 5 000 Pr – in house - 3000 Storytelling videos – 28 000 Conception – 3 000 Production – 20 000 Degrayal for participants – 5 000 Social Medias – 15 000 Production of the 30’ video – 3 000 Community Management – 12 000 Internal communications - 3000 Conception, Production and diffusion of the CEO’s video – 3 000 Workshops - 73 000 Organisation and conception – 5 000 Renting of the venue – 15 000 Training of the speakers – 3 000 Defrayal – 50 000 Internal social network – 25 000 Conception – 5 000 Development – 20 000 App – 25 000 Conception and design – 10 000 Development – 15 000 Website – 35 000 Conception and design – 15 000 Development – 20 000 TOTAL 245 000 + 20% AGENCY FEES : 300 000

1,2

6%

1,2

10,2%

3 2

1From wo r d s t o a c t i o n

A strategy that shed light on a service with tangible customer's benefit, that aims to make them live

memorable experiences

A pa r t n e r in y o u r l i f e

We drive Orange to capitalize on its good

image and to go one step further: a daily partner in great digital experiences

B E N E F I C I A L

An answer to a strong demand, a key

differentiating element for Orange in order to sustain its brand in the

digital era

3 KEYS OF SUCCESS

FOCUS

storytelling, pr, co l laborat ions , advertising

KEY LEVERAGE TOOLs

F a m i l y , c a r i n g , nurturing, humanity

LEXICAL FIELD

« empowering imagination »

Rebranding as a way to affirm brand mission

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