| Brand | CINEFEEL |
| Product/Service | DVD STORE |
| Entrant | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
| Category | Use of Digital Media (Including Internet, Mobile Devices, etc) |
| Entrant Company: | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
| Advertising Agency: | MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA |
Results and Effectiveness
85,000 views and a few hundreds of new fans on the Cinefeel Facebook fanpage.
Over 25 blog posts. A TV broadcast on Netshow, Ossama Ben Jelloun’s web chronicles and on cable channel Direct 8. Promotions and curiosity brought Cinefeel new customers.
During the following month, average sales increased from 15 DVD per day to 25. And were still increasing when the Tunisian Revolution started.
Creative Execution
We posted a viral video entitled « Armed robbery in a DVD store in La Marsa ». Under Ben Ali’s police dictatorship, those event would never had happened and if it did no media would have ever talked about. The film shows the armed guy being defeated by the DVD salesman as he’s seen all action movies. The viewer was then redirected towards the Cinefeel fanpage where he could find promotion publications.
Insights, Strategy and the Idea
How do you promote a newly opened DVD shop in a country where you can find one in every corner? And this within a very low budget.
Credits
| Nicolas Courant |
Memac Ogilvy Label Tunisia |
Creative Director |
| Yassine Boughaba |
Memac Ogilvy Label Tunisia |
Art director |
| Mehdi Lamloum |
Memac Ogilvy Label Tunisia |
Digital Planner |
| Cherifa Ben Slamia |
Memac Ogilvy Label Tunisia |
Business Director |
| Aziz M'bazaia/ Moez Nemsi |
Memac Ogilvy Label Tunisia |
Agency Producers |
| Samih Abdelmajid |
Cinefeel DVD |
Manager |