2011 Winners & Shortlists

Results and Effectiveness

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 consumers were aired on national TV.

Creative Execution

Our answer to this: let people talk for the brand. So we launched bogacidre.tv, a platform where users were invited to edit their own Boga Cidre commercials using 120 sequences shot in a bar with famous Tunisian actor Dhafer. The best rated ads would be aired on TV, one for each day of Ramadhan, Tunisia's communication peak. A 360 campaign was launched to generate traffic and content on the website.

Insights, Strategy and the Idea

Boga Cidre is a unique softdrink that only exists in Tunisia. People are very proud of it because they feel the brand is theirs. But how can a brand address itself to its audiences when these already believe they own it?