from "crétins.fr" ... to the refined luxury of Freebox Delta

The circle is complete. And the shift towards the "premiumisation" of Free, low-cost brand in its infancy, clearly begun. To accompany the launch of its Freebox Delta, launched on December 4 after eight years of waiting, the subsidiary of Iliad has offered an ultra-sophisticated communication device. On arrival, a campaign signed by DDB Paris (already responsible for communication on mobile telephony). The epitome of the staging highlights the extreme sobriety of the "triangle" of the Delta, designed by the British designer Jasper Morrison, plunged into darkness and only "revealed" by a luminous lantern. But nothing more normal: the Delta Freebox is everything … except a box. For € 59.99 a month, it includes a Devialet speaker, Alexa, the Netflix subscription, a connected home and security service and access to a digital kiosk listing more than 1,000 press titles. High-tech supplier
Faced with the erosion of the number of its customers (221,000 since early 2018),
Free (nearly 25% of PDM in the fixed-line market, behind Orange) wants to swap, with the Delta, its status of Internet Service Provider (ISP) … Not hesitating to appropriate in passing the codes of luxury and fashion communication. Even if Camille Perrin, Director of Marketing and Communication for Free, would like to qualify: "We had already begun this shift to premium in 2010 with the launch of the Freebox Revolution, which included a custom TV interface and many services. And Free remains in line with what constitutes its DNA: make available to the greatest number of extraordinary products. »The unpatriotic Mamie GeorgetteOn fact, with her famous Twitter account @mamieducantal, officially held by a certain Georgette," a grandma of Cantal very proud to make the internet like a Parisian geek ", Free plays – also – the card absurd and offbeat humor. Since 2012, Xavier Niel has distilled revelations about his strategy. While stealing Stéphane Richard, boss of Orange, who had ironized on the launch of Free Mobile: "The granny of Cantal does not need the same offer as a geek in Paris. " Never mind ! On November 15th, Mamie Georgette was delighted to be able to watch the series "Santa Barbara" on "box internayt of her grandson" (sic). What tricky Internet users have interpreted illico as a major initiative of Free planned for December 4, day of the Holy Beard … and the effective exit of the Freebox Delta. A teasing for the less original. For its part, with its aesthetic very sixties and its psychedelic images, the spot presenting the entire device (accompanied by three more thematic spots) is in the logic of innovation of the Freebox Delta. Reinjected modernity welcome to a business model that was starting to run out. "The campaign brief was to present the Freebox Delta in the way:" I'm going to talk about the existence of an absolutely incredible craft, as if it were landing from another planet … ", recalls Jean -Luc Bravi, CEO of DDB Paris. "On a telecoms market in the process of becoming commonplace, we wanted to reintroduce magic, dream …" Cretins.fr and a geek decervated
Free, first period, is then far away. Just as are the first crazy campaigns entrusted, between 2005 and 2010, to Publicis Dialog agencies, CLM / BBDO, Saatchi & Saatchi and Ogilvy, before Xavier Niel decided to reinstate his internal communication. The entrepreneur had thus dubbed the campaign "Cretin.fr", figure of the "backlog" absolute, persisting to subscribe subscriptions at demented prices in the fixed Internet at Orange, SFR and Bouygues … where the subsidiary of Iliad offered him unbeatable rates. Soon he had been succeeded by such an unlikely hero, "Rodolphe", a geek with a knitted tank top and wet greasy hair … "cast" by the production in a Belgian nightclub. But the entrepreneur with the eternal white shirt, which promised a "restitution of the purchasing power to the French", sided, … and is now also addressed to financiers by talking margin and turnover. "Times, they're changing" sang Bob Dylan. Véronique Richebois

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