2011 Winners & Shortlists

The Campaign

Our challenge for the year 2010 was to replace the former and well acclaimed Danette family by a new one, and impose it in the hearts of Tunisian consumers. The idea was to involve consumers, by enabling them to become members of the new Danette family, or participate in its election. In order to achieve this, a campaign baptised 'Familiet Danette' was organised. For the first time in Tunisia, a brand’s spokesperson would be chosen via a national contest open to all, and finalists would be challenged on a specially-catered TV show. The campaign took place over 2 phases: 1- Casting 2- Challenges and Voting phase

Success of the Campaign

Casting: Over 800 people presented themselves to the Danette Family jury. Phase 2: The campaign met great infatuation among the public: around 100,000 votes via SMS were registered. Many blooper videos of the casting were broadcast and largely spread on the internet via Facebook and the official danette.tn website. During Ramadan, the TV ad with the winning family scored among the TOP 5 in the Day After Recall. The challenge had been met.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The call for participation was run through a global media campaign involving TV, radio, outdoor, press, internet banners, and a dedicated website, as well as street marketing and retail activations. The casting took place during 3 days at the Africa Hotel in central Tunis. In the end, the jury selected two families, leading to phase II of the campaign. The appeal to vote for the new Danette family was carried out through various media, such as: outdoor, press, radio, internet, but also through TV bartering. Indeed, during 4 weeks, 3 minute-programmes opposing finalists were aired daily, staging the Chocolate family versus the Vanilla family. Culinary, acting, or singing assignments opposed contestants, bringing into play suspense and competitive spirit.