Smartphone Pass
A first smartphone is something you learn to use. Smartphone Pass is a platform designed to guide teens, and their parents, towards a safer and more confident use of their very first phone.
Discuss an idea
Mission
Created by Ogilvy for Orange, the platform is aimed at teenagers receiving their first smartphone. The goal: turn a key moment of digital life into a rewarding learning experience to be shared by two.
The project
Challenges & Goals
Address the sensitive sides of digital life (cybersecurity, bullying and other essential reflexes) without dramatising them, and give young people concrete reference points in a format that makes them want to go all the way.
Target audience
Teenagers receiving their first smartphone, alongside a parent. An experience deliberately designed to be gone through together.
Delivery
Implementation
An interactive site built around 4 essential themes. At the end of the journey, the young user earns a "smartphone licence" that validates their knowledge in a playful and rewarding way.
Creative approach
A "licence" logic that rewards rather than moralises: you learn, you validate, you get rewarded. The tone stays light and complicit to speak to teens and parents alike.
Credits
Orange Belgium · Ogilvy
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