2014 Winners & Shortlists


CategoryBroadcast: TV, Cinema, Radio
Entrant Company MINDSHARE Tunis, TUNISIA
Media Agency 2 MINDSHARE Tunis, TUNISIA

Results and Effectiveness

2080 participants Video-views: 21000 Facebook-fans: 5000 Twitter-followers: 300 Free media coverage (Print/electronic-media/TV-reports ...). Radio-show prime’s market share reached 6% (record rate for ExpressFM). 20 shortlisted projects benefited from coaching-sessions, management-training's, and access to business-networks. Participants gained valuable insights into business-planning and are now able to launch their own projects. the winner opened his « Circus-Training-School », he's already employing three people. Through “Andi-Fekra”, Tunisie-Telecom reaffirmed its status as a socially aware Brand. Andi-Fekra gave more visibility to Tunisie-Telecom’s business-solutions and allowed the brand to establish its promise « Tunisie-Telecom, serving companies» as well as its signature « More-than-solutions».

Creative Execution

The competition was called Andi Fekra, which means « I have an idea », and took the form of a Radio reality Show, a premiere in Tunisia and in the region… The Show was supported by a digital platform (website) allowing the audience to follow the competition for over 20 weeks & vote for their favourite project. “Andi Fekra” was aired on Express FM, the first economic radio station in Tunisia, and the show consisted of a weekly « prime » where candidates were evaluated on their progression and advised by the jury. Moreover, a daily snapshots were aired to showcase candidates’ daily activities (coaching, business plan authoring, networking etc). A website was set up for the project www.andifekra.tn as well as a YouTube channel, a Facebook page, and a twitter account, which allowed other young entrepreneurs to follow the experience as well as the training sessions.

Insights, Strategy and the Idea

Today, employment undoubtedly remains young Tunisians’ main claim in regards to the revolution’s objectives. Not surprisingly, though, unemployment rates have grown since the revolution (18%) and entrepreneurship, which constitutes a driver for job creation, appears to have come to a standstill. Tunisie Telecom wanted to affirm its commitment as a corporate actor and engagement in economic and social development, by encouraging young entrepreneurs to realize their projects and promote job creation (both direct and indirect). Tunisie Telecom decided to launch an entrepreneurial competition opened to young businessmen, to bring their ideas to life and enable them to create their own company. A jury of professionals assisted candidates throughout the experience and these later received training in management techniques and practices. The winner won $ 20,000 to support his initiative and launch his project.


Name Company Role
Med Zied Brahim Mindshare Senior Director – Client Leadership
Wassim Elghoudi Mindshare Senior Manager Manager Exchange
Ahmed Jamoussi Mindshare Senior Exchange Executive
Med Amine Khiari Mindshare Senior Exchange Executive
Ines Mestikou Mindshare Senior Exchange Executive
Sawssen Khamassi Mindshare Senior Exchange Executive
Yssem Saadi Mindshare Digital Manager
Zeynel El/Glaoui Mindshare Digital Executive