Orange Business Services reaffirms its brand positioning through a new communication campaign

This positioning focuses around data, which is at the core of Orange Business Services’ expertise

The campaign illustrates Orange Business Services’ commitment to creating a positive impact on its ecosystem and being a responsible stakeholder in society and for the environment

The advertising film – breaking from usual B2B practices – will be broadcast starting on television in France and digitally throughout the world

Orange Business Services is committed to accelerating its transformation, as part of the Orange Group’s Engage 2025 strategic plan. As a global network-native digital services company, Orange Business Services leverages its dual expertise to hold a unique position in the telecom and digital sectors across all geographies.

Through this new communication campaign, Orange Business Services emphasizes the inherent importance of data at the core of its expertise, in the challenges faced by its enterprise customers and more broadly at the heart of society. This campaign is backed by the slogan “We turn data into ta-da!” — a play on words that inverts the syllables of the word “data” to express its benefits.

With this campaign, Orange Business Services demonstrates its commitment to transform and utilize the potential of data in a secure way. Highlighting the goal to create a positive impact for companies, as well as on society and the environment, the campaign cements Orange Business Services’ role as a trusted partner for businesses.

Directed by Havas Paris, the campaign film features people whose daily or professional lives benefit in a concrete way from the progress made by the digital services developed by Orange Business Services and its customers. The common thread for each scene is the characters’ wonder and surprise – voiced as “ta-daaa” – when they discover the benefits of data.

The campaign was launched on April 16, 2021, with the publication of a manifesto, made available to the press and via social media in France and abroad.
Wassila Zitoune Dumontet, Chief Marketing and Digital Officer of Orange Business Services commented on the film’s release: “As a global network-native digital services company, we leverage our dual expertise to harness the full potential of data. Our teams are working closely with our ecosystem to rethink our customers’ activities and to collaborate with them to create a positive impact. This new global campaign highlights our new promise and the added value we bring to our customers by securely unlocking the power of data. We wanted to convey these messages in a simple yet bold way, in connection with Orange’s brand practices.”

Watch the campaign film here.

About Orange

Orange is one of the world’s leading telecommunications carriers with a turnover of €42.3 billion in 2020 and 142,000 employees as at March 31, 2021, of whom 82,000 are in France. The Group has a total customer base of 262 million customers worldwide at March 31, 2021, including 217 million mobile customers and 22 million fixed broadband customers. The Group is present in 26 countries. Orange is also a leading provider of global IT and telecommunication services to multinational companies, under the brand Orange Business Services. In December 2019, the Group presented its new ‘Engage 2025’ strategic plan, which, guided by social and environmental accountability, aims to reinvent its operator model. While accelerating in growth areas and placing data and AI at the heart of its innovation model, the Group will be an attractive and responsible employer, adapted to emerging professions.

Orange is listed on Euronext Paris (symbol ORA) and on the New York Stock Exchange (symbol ORAN).

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