2012 Winners & Shortlists

THE RETURN OF DICTATOR BEN ALI

Gold
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BrandENGAGEMENT CITOYEN
Product/ServiceENGAGEMENT CITOYEN
EntrantMEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
CategoryEvent & Field Marketing
Entrant Company:MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Sales Promotion/Advertising Agency:MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA

The Brief

Within a few months, Tunisia went from decades of dictatorship and one only political party... to its first ever free and fair elections, 1600 candidates to choose from and over exposure to countless political messages and advertising. As a direct result of the confusion that arose, many had completely lost interest in politics. Only 55% at best would go and vote. Thus forgetting the main objective of the Revolution: Democracy for Tunisia. Engagement Citoyen, a non-profit organization that aims to promote Tunisians' democratic awakening, asked us to convert this apathy into action and inspire a higher turnout at upcoming elections.

Describe how the promotion developed from concept to implementation

We therefore needed to re-activate people's political engagement with a strong and effective reminder. So we set up a provocative and visually engaging guerrilla operation. We put back Ben Ali's giant poster in La Goulette and let people experience the real danger of abstention: the return of dictatorship ! The poster provoked protests leading the people to tear it down. But when they did so, they discovered another one underneath: BEWARE, DICTATORSHIP CAN RETURN. ON OCTOBER 23RD, VOTE + url for neutral and simple informations on the candidates' programs. The event was posted online in order to spread the message.

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

The message spread immediately, generating tens of thousands of calls for action, + 461% visits on Engagement Citoyen's website and countless media coverage everywhere. People spontaneously changed their social media profile picture into our second poster. Within a few hours, guetting out and vote had become the ultimate act of the revolutionary process. In the evening it was aired on all Tunisian and Arabic channel news. The next day, it spread worldwide. Most Importantly, we made people take that final crucial step and actually vote as 88% turnout was reached. Far higher than the expected 55%.

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

Tunisians are fiercely protective of what they have achieved. They are willing to defend it with their lives. A return to the old status quo would be unthinkable. With such a low turnout there was genuine concern that one of the old regime's partisans could be elected. They were mobilised and well organised. As people kept ignoring the power and consequences their vote could have in helping democracy, it was vital to remind them that if they didn't vote, their Revolution was in vain. And do it in the most tangible and physical way so that they could rally around.

Credits

Name Company Role
Nicolas Courant Memac Ogilvy Label Creative Director
Gérald Héraud Memac Ogilvy Label Associate Creative Director
Mehdi Lamloum/Asma Kanzari/Yosri Mimouna Memac Ogilvy Label Copywriters
Yassine Boughaba Memac Ogilvy Label Graphic Designer
Cherifa Ben Slamia Memac Ogilvy Label Strategic Planner
Aziz M'bazaia/Moez Nemsi/Bedis Benamor Memac Ogilvy Label Agency Producers
Ulfet Fourati/Olfa Khalil Arem Engagement Citoyen Vice-President
Imed Marzouk Propaganda Producer
Fedh Chabbi Propaganda Director