Persistently Dropping Smartphone Constantly Gets Fixed by Relatable Duo
Bouygues Telecom, a leading French telecommunications company, has partnered with creative agency BETC to launch a campaign promoting device repair as an alternative to constant upgrades and new purchases. The campaign, which is a response to the growing global concern over electronic waste, emphasises the care for existing devices and the emotional attachment people have to their gadgets.
The Backstory
The campaign, which features a romantic story of a couple and their growing family, aims to make repair appealing and socially positive. It breaks the notion that buying new is always better or more convenient. The 60-second commercial, set to the soundtrack of "Fallin'" by Alicia Keys, uses cinematic slow motion to tell the story of a single fumbled smartphone.
The Impact
- Raising Awareness: The campaign has brought attention to the issue of electronic waste and the importance of sustainability in consumer tech habits.
- Cultural Shift: By using a large platform and a strong creative approach, the ad has helped normalise repairing devices, suggesting that this choice is not only environmentally responsible but also emotionally and financially sensible.
- Corporate Responsibility: The initiative positions Bouygues Telecom as a forward-thinking, responsible company committed to sustainability, enhancing its brand image.
- Industry Influence: It has contributed to a broader conversation in advertising and consumer electronics industries about sustainability, encouraging other brands to consider promoting repair services.
- Consumer Behavior: While direct measurement is tough, such campaigns contribute to increasing consumer demand for repair-friendly services and products with longer lifespans.
Target Audience
The promotion targets French consumers who have damaged devices, without mentioning any specific device brands for repair. It does not focus on replacing damaged devices but encourages consumers to repair rather than replace their devices.
In a notable shift from traditional advertising, this campaign encourages a more sustainable approach to device ownership, aiming to change the mindset of French consumers regarding device repair.
- The campaign with the romantic story and growing family promotes repair as an appealing and socially positive option, challenging the idea that new purchases are always better or more convenient.
- By using cinematic slow motion and the soundtrack of "Fallin'" by Alicia Keys, the ad aims to make repair more appealing to French consumers, helping to normalize device repair as a socially responsible and sensible choice.
- Bouygues Telecom's initiative to emphasize care for existing devices, rather than constant upgrades, positions the company as forward-thinking and committed to sustainability, improving its brand image.
- By encouraging consumer demand for repair-friendly services and products, the campaign contributes to a broader conversation in the advertising and consumer electronics industries about sustainability, potentially influencing other brands to promote repair services.
