Every year, more than 1,5 billion phones are manufactured around the globe, but only 1 to 2% are actually recycled*. It represents 80% of the negative impact of the digital world on the environment*; and is therefore the first source of digital pollution far above networks, data centers, or streaming impact.

In France alone, more than 100 million* smartphones lay forgotten at the bottom of people’s drawers. We wanted to respond to this challenge as a worldwide leader (“With great power comes great responsibility”) and position Orange as THE unequivocal leader of the circular economy in the telco business. In order to do so, we had to motivate and convince people to take action, adopt responsible gestures, and progressively change collective behaviors.

The biggest challenge was to reinvent ourselves from the inside when the business was doing well.

To change the world, we had to change ourselves first!

Our Data intelligence department did a large social listening about digital pollution in February 2020: it showed people were expecting telco operators to play a major role in the circular economy and in a way that allows everyone to be part of the solution.

We made a great effort to package the program and make it distinctive, ownable, and engaging.

Qualitative testing showed the great potential of the program’s identity, which was a major breakthrough in its design, with the reversed “Re” and the 4 complementary pillars working as a holistic system (Recycle, Refurbish, Return, Repair).

We were convinced that the Re Program was a concrete way to differentiate ourselves from the competition, a great way to nourish our value for money brand perception, and embody a leader’s role, in perfect resonance with our brand DNA “the future is bright, the future is green”.

The Re program provided a never seen before simple and easy way to do something concrete for the planet.

With Re, we changed French people’s attitudes and behaviors:

- 59% are ready to buy a refurbished phone* (+ 8 points in one year)

- 50% know the Re Program*

It convinced 130 000 Orange employees to become brand ambassadors for this outstanding program: they feel proud for playing a role in the protection of the planet.

It gave a fresh (re)start to the whole company and a meaningful work environment for all collaborators (internally and for partners as well).

It changed the way Orange presents its activity report with a large focus dedicated to the circular economy.

In 2022, Orange presented the inspiring Re program to the world as a major partner and speaker at the ChangeNOW summit in Paris, the world’s largest event for environmental action and organization.

The Re program had a consistent and continuous effect not only on the CSR image of Orange but also on the overall brand image: client centricity, brand innovation, brand consideration and brand preference*

People are taking recycling seriously and their willingness to recycle their phones is strongly awakened: +30% increased intention when exposed to the campaign. *

Today, Orange is the only operator that has already collected more than 16 million phones. Collect rates have been booming: +40% in 2021 in just one year. Today, the 30% objective for 2025 is already achieved in France.

Record sales at Christmas 2022: +78% increase of refurbished sales during the campaign (high above sales objectives)

We doubled our sales of refurbished phones, and it impacted the business, + 4,2% increase in revenue from devices.

Year after year, we reinvented ourselves to make our program the most iconic and innovative on the planet.

* Source: Brand Tracker / Ipsos

The French, as is the case for many other cultures and nations, have a strong nostalgic attachment to cuddle toys, like the iconic Fisher Price phone that many people played with in their childhood (cf. Sophie la giraffe, Barbie, Action Man, Playmobil...)