2014 Winners & Shortlists

The Campaign

Over the last few years, Tunisia has known a rapid development of “branded content and entertainment”. This growing phenomena is the result of lifting Internet restrictions after the revolution. In fact, Tunisians had discovered new ways to live, to feel, to entertain, to watch Tv, to interact, to engage ... even with brands. The growth of “branded content and entertainment” is due to the rise of social media use in Tunisia coupled with the Multiscreening behavior development that encourage brands to create their own content. This kind of communication has offered Tunisians announcers new opportunities to connect with their target. Telco operators were the pioneers in this field by producing branded web-series, 3D animations, online contests, etc. Their success attracted other brands to do the same. It seems that branded Content gained in terms of relevance and maturity since consumers showed a real interest on it and are now expecting for more. Branded content & entertainment has a bright future in Tunisia particularly with the development of some tools still not available in the market, like YouTube solutions and Buzz monitoring tools indispensable to bring insights & add value to branded content strategy for brands.

Results

Pictures are one of the most shareable social content in 2013, especially in Tunisia where internet users have subscribed massively to Facebook and Instagram as a medium of expression. Tunisian Internet users were not spared! Young Tunisians are very active on social networks and increasingly share pictures of their activities during the day on Facebook & Instagram. #InstantNESCAFE is a contest where Tunisians were asked to take pictures of activities they start at different moments of the day, inserting a NESCAFÉ item in them. Those pictures were shared on Facebook & Instagram using the hashtag #instantNESCAFE We launched an integrated campaign, creating #instantNESCAFEs on different media channels. On digital, we created a banner which shows randomly picked pictures from the Facebook app. The banner became a virtual gallery displaying different #instantNESCAFEs. For outdoor, we connected digital billboards situated in the main axis and hotspots of Tunis to internet, to broadcast live #instantNESCAFE pictures shared. To increase #instantNESCAFE awareness, we went on the 3 most popular Tunisian TV Shows. Presenters created their own #instantNESCAFE when starting their programs and interviews. They shared pictures taken on their Facebook and Instagram profiles showing the way it works to a larger audience. The action was taken from the virtual world to the real world by creating the first “digital vernissage”. Were invited to the exhibition, artists, photographers, media experts, journalists, geeks and, especially, the most active fans on the NESCAFE Facebook page. Winners were rewarded with last generation smartphones and connected cameras, to develop the digital artistic talent they have. Guests created new #instantNESCAFEs by taking and sharing pictures of the exposed artworks. The event was covered as a cultural activity of the trendy Tunis.

We launched an integrated campaign mixing digital, TV & Outdoor. On digital, we launched a display campaign on the most visited websites in addition to facebook ads and google ads campaign. On TV, presenters asked viewers to visit the platform. On Outdoor, by showing user generated content

• More than 12600 pictures were shared on Facebook, Instagram and Twitter collecting 22,761 votes. • Best post performance in June (Tunisia): 2.71% Engagement rate (source: Socialbakers) • +26153 new fans representing a growth of +23.87%, 61% of them were in the age of 18-24yo • The People Talking about increased by 48.45% in comparison with the beginning of the campaign (Source:NESCAFE Facebook Page) • Sales increased by 12% vs a set target of 5% (Source: client sales department) • 2,101,834 impressions (source: #instantNESCAFE Application). • Over 500 people (media experts, photographers, geeks, artists…) joined the event/Digital Vernissage.