How do you make 5G+ a must-have for young and tech-savvy consumers when it’s not (yet)? According to a recent study, only 17% of French consumers perceive 5G technology as essential. Faced with this challenge, Orange sought to build hype around the launch of its evolved 5G+ technology. The question was: how to create buzz for a service that, for many, lacked immediate appeal?
To demonstrate the full potential of 5G+, agency Publicis Conseil transformed the technical benefit of network slicing – which offers a “VIP lane” on the network, ensuring users stay ahead of the crowd – into a compelling “life cheat code.” They orchestrated a captivating digital stunt in collaboration with the French national football team. This strategic choice was aimed at reaching young consumers, given football’s status as France’s most popular sport and a significant passion for the youth demographic: 81% of 16-24 year olds express their affinity for football.
Building upon this foundation, Orange, in partnership with the French Football Federation (FFF), orchestrated a masterful prank during the traditional initiation ceremony for newly selected national team players, demonstrating the unparalleled speed and reliability of their 5G+ network. The customary “bizutage” requires rookies to stand on a chair and perform a song of their choice during their first team dinner – a lighthearted ritual that occasionally uncovers hidden talents (or lack thereof).
On March 16th at Clairefontaine, as the French national team gathered ahead of their clash against Croatia in the World Cup qualifiers, Désiré Doué, one of the new call-ups, took his turn. However, the real surprise came from other “new players” – unknown to the public – who were, in fact, young actors planted within the group. Their unexpected and chaotic performance sent shockwaves through Clairefontaine and ignited a social media frenzy.
🤯 Who Are These Guys?
The leaked video, rapidly shared by French national team stars like Ousmane Dembélé, Randal Kolo Muani, and Mattéo Guendouzi, as well as former players Blaise Matuidi and Éric Abidal, sparked a massive online buzz.
The following day, fans discovered that the prank was a clever stunt by Orange to promote their Cheat_Code 18_26 5G+ 180GB mobile plan. This bold and original campaign effectively highlighted the power of 5G+ and its dedicated bandwidth, ensuring seamless connectivity even during peak usage. Because, as every young person knows, staying ahead of the game is essential.
This 100% social media-driven activation, conceived by Publicis Conseil, masterfully blended earned media, paid advertising, and pop culture, proving once again that Orange speaks the language of Gen Z.
Results?
The video garnered over 2.5 million views within hours and generated significant online conversions. Social media was abuzz with users trying to guess the identity of the mysterious “new Bleus.”
Discover the leak video : https://youtube.com/shorts/W5jPzBnXAjs?feature=share
Discover the reveal : https://youtube.com/shorts/YwziqW4p770?feature=share
