2010 Winners & Shortlists

Results and Effectiveness

The series was aired every evening, after the breaking of the fast by approximately 2 million viewers (20% audience rate). A Web site was even created (www.tunis2050.com) (10000 visitors per day). In this site one can re-play the episodes with the colours of the sponsors. One can also download screen wallpapers with their logos, play flash games with the colours of the sponsors as well as personalized telephone ringing tones etc… It should also be noted that a fan club was created on face book with 80900 fans (http://www.facebook.com/pages/Tunis-2050/122825117040) where people can speak about the series and share their opinions.

Creative Execution

The strategy of the series was to create engaging characters of various ages with different traits of character. Thus, each tv viewer feels closer to one of the characters of the series. The advertisements were placed in a natural and spontaneous way in the dialogues. The campaign was supported by an urban posting in the various big cities ten days before the beginning of the month of Ramadan, a radio campaign started four days before launching. And especially teasing videos were launched fifteen days on facebook with a regular interval of (5 days) to prepare tv viewers to the event of Ramadan 2009. A press conference was also organized and about fifty articles were published in the various local newspapers and magazines. A hyper market of the capital (Carrefour) was even decorated by effigies of the characters of the series suspended on the top of each cashier point..

Insights, Strategy and the Idea

Tunis 2050 is a humorous series in 3D which was broadcast during the first fifteen days of the holy month of Ramadan. This concept of advertainement is a new concept in advertising created and directed around three brands. The series presents the life of a Tunisian family in the year 2050. It presents the behaviour of Tunisian people in the future; a behaviour not very different from the present time but with a humorous touch to it. In each episode the family goes through a new comic and funny situation. Each brand had benefited from product placements, vocal placements and a visibility of their product inside each episode.