2013 Winners & Shortlists


EntrantINWI Casablanca, MOROCCO
Entrant Company INWI Casablanca, MOROCCO
Advertising Agency INWI Casablanca, MOROCCO

The Campaign

Inwi Moroccan telecom operator wanted to move into a social responsibility platform by preempting a new territory, volunteering. Inwi launched “Dir Iddik” wich means lend your hand, to help people in need, by connecting young voluntary service offers with association’s needs.

Success of the Campaign

We had 45 000 subscribers (6000 effective volunteers) with more than 25000 hours of volunteering services offered in 43 associations.

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

We launched a recruitment campaign for volonteers on TV and internet (with a famous international artist Jamel Debbouzze) asking young people to give on their time, and they said YES by registering themselves and joinning the community on diriddik.ma After that we organise the week ends sessions for helping the associations. To thanks our volonteers : - we offered a free and exclusive show with the artist dedicated to all the volonteers. - we also developped a specific "thanks for volonteers" outdoor and TV campaign with the same artist.


Name Company Role
Alexandra Lepagnot Inwi Brand Manager
Naoufal Errafik Inwi Senior Brand Manager
Najla Bensaid Inwi Event Manager
Riad Lazrek Inwi Senior Event Manager
Nadia Rahim Inwi Brand Director
Constance Inwi Vp Brand
Ali Hajji Rezo Production Agency Event Ceo
Driss Ennaji Sigma Producer
Serge Barreau Ogilvy/Mather (Saga Communication) Art Director