2012 Winners & Shortlists

The Campaign

Win With Wadi3. Topnet, the tunisian internet service provider leader, launches a promotional campaign which allows every new subsciber to get 3 months Internet for free. On the path of 2010 success (Best movie category award in 2010) we set up a digital campaign which is litteraly the second season of the first camapaign of 2010. “Wadi3” a young boy and the main actor of 2010 campaign, was kidnapped! Can you help us to find him? In order to make the suspense high, we reversed the code of a classic teasing/revealing campaign, by more focusing on the teasing part, in terms of budget and media.

Success of the Campaign

Results More than 154 000 page views (PV) of our MicroSite More than 100 000 video views More than 12 600 fans on the facebook page 7516 special agents participated in our mission Both, agency and advertiser, goals where achieved: TOPNET preserved its dominant market position as a leader by 15% of ADSL increasing selling and boosted the brand image perception. Agency mission was accomplished .

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Teasing Part We begin by setting a wild posting showing the boy and mentioning: "Where is Wadi3?" And the photo of the suspected gang. Through the microsite http://winwadi3.com we broadcasted a web series composed of 5 episodes (1 every two days to keep the suspense high). With a direct link to a facebook app, users can be part of our quest for finding Wadi3 by becoming special agents and by posting their badges in their profile photo. Notifications will be sent to all their friends to catch up with our mission and get prizes in return. Media relay To help find Wadi3, we used different media channels: TV, press, radio, outdoor to call for helping find the young boy. Revealing Part A campaign announcing the Advertiser offer, & revealing that all was a fake announcement that wadi3 was missing & gathering all efforts to help find him.