2011 Winners & Shortlists

Results and Effectiveness

With over 300,000 views, it is the most viewed viral video to date in Tunisia. 1 Tunisian Facebook user out of 5 saw it. It was even aired on prime time Nessma TV show and enabled microsite visits to rise by 50% and reach almost 150,000 unique visitors and 24,000 fans on the 7allam3ak Facebook page.

Creative Execution

What if Boga were to reward them in a totally unjustified manner without them having to make a single effort ? So we created 7alla3ak.com a microsite which identifies your Facebook profile. Every 15 minutes, a draw is made and if it matches your number of friends, you win 100 dinars. To generate trafic, we posted a fake newsreport telling the story of a low class hammam employee who became a millionnaire just by measuring the sea temperature for a Japonese company.

Insights, Strategy and the Idea

“7allam3ak” is what Boga has been relying on to communicate for years. It means “lucky guy” as in the “one who drinks Boga” and was mostly used to promote the coolness benefit. This year, it was time to take 7allam3ak to the next level and focus on luck. A relevant benefit in a country where most young people have progressively lost faith.