The campaign takes an entirely novel approach to cybersecurity advertising by adopting an off-the-wall approach targeting B2B decision-makers. We produced a series of three humorous videos spotlighting the expertise of Orange Cyberdefense teams pitched at C-level decision-makers responsible for selecting cyberdefense providers and allocating budgets to protect their organizations.

The Orange Cyberdefense brand suffered from a lack of awareness among B2B decision-makers, especially in countries where the Telco Orange brand is not established. So the objective was to strength its brand awareness and consideration among target audiences to grow the business.

The vast majority of ad campaigns in this sector play on the B2B community’s vulnerabilities. In contrast, Orange Cyberdefense chose to take an off-the-wall approach via three films that apply the principles of self-defense to cybersecurity, with a humorous twist. The claim behind the Orange Cyberdefense campaign we created was: “Cybersecurity is a serious matter. You’d better call serious experts.”

The strategy behind the “Cyber Self-Defense” campaign was to first demonstrate that the cybersecurity threats facing businesses can potentially affect everyone and can come from everywhere. The second key message was that not everyone is equipped to tackle these threats and that it’s something best left to the real experts, i.e. the people at Orange Cyberdefense: “Cybersecurity is a serious matter. You’d better call serious experts.” Rolled out on LinkedIn, the campaign targeted C-Level decision-makers and Chief Information Security Officers, responsible for selecting cyberdefense providers to protect their organizations

The paid media campaign was rolled out on LinkedIn for three weeks in July 2022 in 7 Europeans countries: France, Belgium, Netherlands, Germany, Norway, Sweden and Denmark Paid media budget: €300K for the three "Self-Cyberdefense" films. It was launched simultaneously on Orange Cyberdefense’s own media in all 11 countries where the company operates (including France). It was also shared over the Orange Group’s social media channels (1.3 million LinkedIn and Twitter followers).

A brand awareness and consideration campaign that achieved:

- 19 million views on LinkedIn, reaching 2.2 million members.

- A significant improvement in the brand’s perception:

- 6-point increase in Orange Cyberdefense brand awareness among target B2B decision-makers (CEOs + CISOs)

- 8-point increase in brand awareness in countries where the Orange brand is less well known.

- 30%-increase in reach among target B2B decision-makers (CEOs + CISOs)

- 71% increase in lead-gen completion rates (forms completed to obtain more information about the services provided).