2010 Winners & Shortlists

Results and Effectiveness

A huge buzz. Everyone talked about it. The campaign was spontaneously mentioned in official newspapers and magazines. Many websites and personal blogs also referred to it and a viral video was even created by a webuser. The Boga Cidre Campaign is the most 2009 recalled campaign in Tunisia and sales increased 6%. An unprecedented success.

Creative Execution

To create interest for the campaign, we organized a fake scandal with Dhafer during the shooting of the TV commercial. The scene was shot and launched on Facebook as a viral video. A group was then created to enable people to discover the commercial in “avant-premiere”. The campaign kicked off with a 30” TVC showing a young woman stealing Dhafer’s can of Boga Cidre. A 360 campaign followed in which Dhafer asked people to help him find the girl and get his can back. People could help by going to bogacidre.com and win a surprise gift if they succeeded. In Bogacidre.com, users can participate in an application – an interactive video showing Dhafer running after the girl in the streets of Tunis. The girl always manages to escape from him but by clicking on the right images, the user can change the course of the story and help his hero.

Insights, Strategy and the Idea

Boga Cidre is a very popular Tunisian soft drink. It has excellent sales volumes and a very high notoriety due to 50 years of history.Tunisians love it but are not very proud of it, particularly youth, who consider the drink old fashioned and prefer international brands when socializing. Our challenge was therefore to give Boga Cidre a modernity boost and make it sexy and glamourous. First, we chose to associate the brand with Tunisian actor Dhafer Labidine a high profile public figure who proved to be the most popular and inspirational celebrity of the moment. And, in order to be in line with our target audience habits as well as to suggest a modern and up to date attitude, we chose to go digital.