Brand | SFBT |
Product/Service | BOGA CIDRE |
Entrant | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
Category | Best Use of Digital Media (Including Internet, Mobile Devices, etc) |
Entrant Company: | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
Advertising Agency: | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
Media Placement: | MINDSHARE Tunis, TUNISIA |
Credits |
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.
Credits
Cherifa Benslamia |
Memac Ogilvy Label Tunisia |
Business Director |
Sonia Barbaria |
Memac Ogilvy Label Tunisia |
Account Director |
Amel Gaaloul |
Memac Ogilvy Label Tunisia |
Strategic Planner |
Nicolas Courant |
Memac Ogilvy Label Tunisia |
Creative Director |
Gérald Heraud |
Memac Ogilvy Label Tunisia |
Art Director |
Nicolas Courant/Zied Dahmane/Mohammed Ghaddab |
Memac Ogilvy Label Tunisia |
Copywriters |
Aziz M'bazaia |
Memac Ogilvy Label Tunisia |
Tv Producer |
Hayet Rais |
Mindshare Tunisia |
Managing Director |
Zied Brahim |
Mindshare Tunisia |
Client Director |
Karim Abdelkhalek |
Mindshare Tunisia |
Exchange Manager |
Lilia Ayari |
Mindshare Tunisia |
Media Planner |
Daly El Okby |
Dprods |
Producer |
Hervé Hiolle |
Dprods |
Director |