2009 Winners & Shortlists

Results and Effectiveness

Huge press and TV coverage : more than 70 articles and 4 TV shows were dedicated to the soap before it was even aired. Blogs spontaneously mentionned the show. (758 pages Google research). Before the airing of the show everyone was already talking about it. It became the 3rd most watched TV program during Ramadan. Post tests concluded : 75% of the persons « appreciated the campaign a lot » 63% appreciated the TV show 23% estimated that it definitely improved l'Epi d'Or's image. An unprecedented success. And Season 2 is on its way.

Creative Execution

More than 80% of the Tunisian population watches soaps on TV during and after Ramadan fast break. So we created the brand’s own soap opera « Weld Ettalyana » The pitch: An Italian woman marries a Tunisian guy and they open a pasta restaurant. The show was promoted by a 360° ironical campaign in which Weld Ettalyana was compared to other very popular shows. The teasing campaign began 15 days before Ramadan and continued until the 5th day into Ramadan in order to create wait among the public.TV trailers, radio, press, outdoor, banners which led to the official website, video platforms, social networks, blogs, press conference…

Insights, Strategy and the Idea

To rise above the mass of standard advertising during Ramadan (95 brands communicate during that period and mostly food ads) and upgrade the awareness of L'Epi d'Or pasta brand, we developped an advertainment campaign.