2011 Winners & Shortlists

The Brief

Young Tunisian target audiences have massively abandonned National Television prefering international networks or social media. But a campaign on satellite TV is very expensive for a local brand. We therefore had to find a way to engage our audience in a TV campaign.

Creative Execution

Boga Cidre is a unique drink that only exists in Tunisia and people are very proud of it because they feel the brand is theirs. Bogacidre.tv gave them the opportunity to feel they really owned it.

Describe the creative solution to the brief/objective.

We asked people to make their own Boga Cidre ad. We launched bogacidre.tv, a platform where users were invited to edit their own commercials using 120 sequences shot in a bar. The 30 best rated ads would be aired on national TV, one for each day of Ramadhan.

Results

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.