2010 Winners & Shortlists

Results and Effectiveness

The buzz took off immediatly. People shared and talked about the video. Professionals asked themselves whether the story was true or if it was the first Tunisian viral campaign. And most important, a huge part of our target audience had already seen the commercial before its national airing on TV.

Creative Execution

We organized a fake scandal during the shooting of the TV commercial. The scene was shot and launched on Facebook as a viral video. It was entitled : « Scandal with Dhafer on a Boga Shooting » An old lady interrupts the shooting and insults Dhafer, thinking he’s really the bad guy he plays in the soap. A few days later, we created a Facebook page to see the TVC in avant-premiere so that people could subscribe.

Insights, Strategy and the Idea

Our challenge was to create interest around the new Boga Cidre campaign starring famous Tunisian actor Dhafer el Abbidine. Dhafer is known for the mean character he plays in a very popular soap. Gorgeous by the look, nasty by the behaviour. 74% of our target audience possess an account on Facebook. To be in line with its communication habits as well as to suggest a modern and up to date attitude, we chose to make a viral teaser.