2013 Winners & Shortlists

THE TAKE OFF OF A REGION

BrandSYPHAX
Product/ServiceAIRLINES
EntrantJWT TUNIS, TUNISIA
CategoryUSE OF AMBIENT MEDIA: LARGE SCALE
Entrant Company JWT TUNIS, TUNISIA
Advertising Agency JWT TUNIS, TUNISIA
Media Agency MINDSHARE Tunis, TUNISIA

Results and Effectiveness

The launch event was vastly covered in the national media including: The widely watched 8 O’clock news on national tv. 2 x 25 mn TV shows in 2 of the popular TV station. More than 100 articles in the national daily press 5 special reportz on weekly magazines. Online we reached 500,000 users (350 000 through Facebook.) The overall free media value was estimated to 1M$. All Paris flights were SOLD OUT for the following two months. “This is the best ever start I ever witnessed in my long career“ Said Paul Sies CMO of Syphax airlines

Creative Execution

The purpose was to make of Sfax the capital of the Mediterranean sea for at least one week. We wanted first Sfaxian to be proud of this new company, and to be for one night at the center of Tunisia. We turned this city where nothing ever happens into the place to be : Instead of simply launching a classic media campaign, we opted for a gradual approach. So we created the company blog. - enattendantlepremiervol.com was edited by one of the captains of the company. - Launch event: we turned Sfax municipality into nationwide medium by projecting a 3D mapping show. People witnessed a unique spectacle taking them in a journey to the main cities of the mediterranean. - PR Coverage : we organised the inaugural flight from Tunis to Sfax and invited most influential personalities. - Social Media : the show was live commented on facebook and twitter.

Insights, Strategy and the Idea

End of 2011. In the post revolutionnary Tunisia in a democratic transition, the economic situation was quite difficult: growth was nearing 0%. The media landscape was dominated by conversations around the political and social news, there were no room for other subjects. From our study, we clearly understood from one to one interviews that we were facing a dissatisfied audience: Frustration was the key word. With a very limited budget, Syphax airlines needed to quickly raise awareness and drive booking. So how can we become the talk of the town, of the country in a limited time and reach our awareness and sales objectives? Syphax Airlines was based in the south of the country, Sfax, a city where nothing ever happens. Our ambition was to challenge the existing situation and urge travelers to re-think their travel options and pre-conceived ideas, translated into the communication platform : Travel Smart.

Credits

Name Company Role
El Zoghlami Ahmed Jwt Tunis Executive Creative Director
Mohamed Salah Baccouche Jwt Tunis Associated Creative Director
Saadalaoui Imen Jwt Tunis Copywriter
Ahmed Mahjoub Jwt Tunis Business Director
Hazem Kaddour Jwt Tunis Planning Director
Donia Gribaa Jwt Tunis Account Manager
Abderrahim Ben Abdallah Jwt Tunis Engagement Director
Elyes Guizani Sybel Producer
Hayet Rais Mindshare Managing Director
Walid Tarifa Mindshare Client Leadership Director