2011 Winners & Shortlists

The Campaign

Boga Cidre is a unique soft drink that only exists in Tunisia. People are very proud of it because they believe the brand is theirs. To amplify that feeling, we let them talk for the brand. We launched bogacidre.tv, a platform where users were invited to edit their own Boga Cidre commercials using 120 sequences shot in a bar. The best rated ads would be aired on TV, one for each day of Ramadhan.

Success of the Campaign

Massive earned media: the ads created by the users spread on social media promoting both the brand and the website. And ultimately, the winners received notification of the airing of their ad on TV which resulted in participants promoting the TV campaign. 675 different ads were created by the users. Over 240.000 votes. 461.000 views. 234.000 unique visitors. For the first time in Tunisia, 30 different ads created by the users were aired on national TV.

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

A TV, radio and outdoor campaign invited people to make their own Boga Cidre ad on the website. Web banners gave a preview experience of the platform. Virals made with the website sequences gave a preview of the multiple possibilities.