| Brand | TUNISIANA |
| Product/Service | AMIGOS |
| Entrant | JWT TUNISIA Tunis , TUNISIA |
| Category | Best Use of Special Events And Stunt/Live Advertising |
| Entrant Company: | JWT TUNISIA Tunis, TUNISIA |
| Advertising Agency: | JWT TUNISIA Tunis, TUNISIA |
Credits |
Results and Effectiveness
We totally diluted the launch of our competitor new product.
We took advantage of our competition extensive teasing campaign to promote our product.
We managed to gather our young customers within the community Amigos.
The number of Amigos subscribers jumped from 50,000 to 600,000 within a month.
Today the Amigos community has 8 times more subscribers than the competiton.
Creative Execution
The solution was to create a postive movement full of colors to encourage the youth to dare to live life to the full. We launched the mouvement manifesto on tv, press and outdoor.
Online people adopted our philosophy and created groups on facebook inspired from our manifesto.
Last but not least, we took advantage of our competitor teasing campaign to appear as the revealer and benefit from their extensive teasing campaign.
Insights, Strategy and the Idea
Tunisiana is the leader among the youth where as Tunisie Telecom is perceived as the outdated operator. In order to recruit new and younger customers, Tunisie Telecom decided to launch a new brand targeting the youth.
Our business objective was to remain the young favorite operator and to gather all the Tunisiana young customers within the same community empowered by a product called Amigos that offers low cost calls within the community.
Our insight : Young Tunisians want to live to the fullest but they feel frustrated as they don't have lot's of opportunities to entertain. They got used to this routine and needed desperately something to stimulate them.
The idea managed to gather young people and create a real community around a common philosophy : inspiring and encouraging the young to be young, and to live fresh new experiences.
Credits