Title	THE NATIONAL PHISHING
Brand	ORANGE
Product/Service	ORANGE CYBERDÉFENSE
Category	F01. Integrated Campaign Led by Direct
Entrant	HAVAS Paris, FRANCE
Idea Creation	HAVAS Paris, FRANCE
Media Placement	HAVAS MEDIA Paris, FRANCE

Name	Company	Position
Christophe Coffre	Havas Paris	Chief Creative Officer
Edouard Dorbais	Havas Paris	Copywriter
Rémi Arnaud	Havas Paris	Artistic director
Éric Mironneau	Havas Paris	Associate Director
Diane de Plas	Havas Paris	Account Director
Marine Legoff	Havas Paris	Producer
Thomas Khaski	Havas Paris	Press relations and social media
Christophe Pelletier	Havas Paris	Press relations and social media

Why is this work relevant for Direct?

Because we used a strong CTA built on a fake commercial offer leading to a true phishing experience. We got in touch directly with our targeted people and create a whole activation for them: from the fear to have been phished to the reinsurance through educational content to avoid risk in the future.

Background

Orange is the leading telco operator in France. It is a heritage brand as it is the former French telecommunication public service (France Télécom). Orange has built a trusted relationship with customers and beyond selling web devices or mobile plans, the brand has been developing a new strategic approach for the last few years: enable consumers to enjoy a safe and responsible digital life. Each year, millions of people are affected by cybercrime, in their personal life or at home. The financial cost of it amounts to tens of millions of euros. Yet, “123456” or “password” are still among the most used code words. This is the cyber paradox: cybercrime is a real threat but digital behaviour does not change substantially. As we think we become conscious of risk after having experienced it, the objective was to make people go through the threat and then deliver tips to avoid them.

Describe the creative idea (30% of vote)

The first of July 2019, France woke up with an incredible phone package offer: 6G unlimited for free and for 100 years only for the first ten thousand people providing personal data such as name, surname and birthdate on a dedicated website 6g100ans.fr. By doing so with their mobile or computer, people were told they had been scammed and were provided with pedagogic tips and tools to recognize phishing attempts and avoid risks in the future. This fake advertising message was built like millions of phishing ads that can be found on the Internet as it was supported by a wrong logo (ORNGE), as it featured a false offer (6G does not exist yet, 100 years is not credible), as it included spelling mistakes and as it requested personal data.

Describe the strategy (20% of vote)

This awareness campaign on the risks of phishing is directed towards every French people as they all are potential victims. Yet, as we wanted the issue raised on social media, we mostly targeted digital people through outdoor ads in important urban crossroads and banners and social media implementations. The approach is a two-stage operation: a “teasing” launch phase (2 days) featuring the false offer and a revelation stage giving clues about the wrongfulness of our campaign and tips to avoid risks (6-7 days). We created a fake web platform 6g100ans.fr where people gave their personal data and from where they were redirected to pedagogic content on orange.com (official website of the brand) as soon as they had been scammed.

Describe the execution (20% of vote)

- Billboard ads in the three most crowded cities in France (Paris, Lyon, Marseille) / DOOH in major train stations / national banner and social media plan including video posts (live coverage of the operation and video capsules) / national press plan in 7 leading daily newspapers. - 2 days of reveal, 6 to 8 days of pedagogic revelation. - Pedagogic content from orange.com directly delivered to those who have been phished.

List the results (30% of vote)

105 million contacts delivered for the whole campaign (teasing step and revelation stage) / 18 million digital impressions / 1,5 million Twitter impression / 53,266 phished people / 156,320 connections to the digital pedagogic content on Facebook and the brand website / 1,2M€ advertising equivalent for our operation through the media coverage