2011 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to implementation

We posted a viral video entitled "Armed robbery in a DVD store in La Marsa". Under Ben Ali’s police dictatorship, thIS event would never had happened and, if it did, no media would have ever talked about it. The film shows the armed guy being defeated by the DVD salesman as he’s seen all the action movies. The viewer was then redirected towards the Cinefeel fanpage where he could find promotional publications.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 DVDs per day to 25, and were still increasing when the Tunisian Revolution started.

Explain why the method of promotion was most relevant to the product or service

People who were interested or living close to Cinefeel could register to the Cinefeel fanpage and therefore have regular offers and promotion published on their own Facebook feed.