Single-Offer Simplicity as Shockwave

“"Xavier Niel has been innovative both technically with the brilliant idea of 'triple play' and commercially. Not only did he set a very low price but he never touched it and constantly offered additional services to his customers. This is what kept them loyal.”

“Its strength lies in its ability to maintain a very simple model. With just one offering while other players in the sector promote very complex offers with bloated teams to manage them. " To add insult to injury, Iliad does not miss a chance to poke fun at the competition through humorous advertising campaigns. After the slogan "What's good about it being free is that we don't have to pay!" which accompanied the arrival of Free. fr, the Crétin. fr advertising campaign designed in 2002 by Publicis Dialog for the Freebox does not fail to leave the audience laughing on the side of the newcomer. An imaginary access provider is portrayed where it is not pleasant to be a subscriber with customers entangled in cables, limited services and collections of bills. . . and, as the final gimmick "cretin. fr, try it, or else with Free. . . ". No need to be an insider to understand the message.”