2014 Winners & Shortlists

Results and Effectiveness

Over 340000 views, Over 15000 support messages/comments on Facebook/Twitter/YouTube Over 6000 Facebook-shares Over 2000 tweets National-Team Players shared the video on Facebook Huge free media coverage (Print/Online media) Major radio reported about the video and posted on Facebook. In just 4 days, Tunisie-Telecom: +300 twitter followers +12000 Facebook fans +YouTube subscribers doubled & became the first YouTube telco brand-channel in terms of views Following Internet huge success, Tunisia’s number one and number three TV channels requested to broadcast the documentary. Al Watania1 aired it on prime-time, gathering 27,8% market-share. NessmaTV aired it twice, with a performance of 12,6%.

Creative Execution

A 25 minute long documentary consisting of interviews with Tunisian football stars: former players, TV presenters, trainers) and football fans of various ages and social backgrounds, who were asked to tell their own story with the world cup from 1978 to today. The interviews were supported by archive images of Tunisian’s most memorable football moments and ended with a call to support the national team on D day. The documentary was aired on YouTube just 4 days before the last game against Cameroon and shared on Tunisie Telecom’s social platforms such as Facebook and Twitter. The documentary was named « Ettouwenssa Wrahom Ettouwenssa » which means « Tunisians Supporting Tunisians », Tunisie Telecom’s latest campaign tagline.

Insights, Strategy and the Idea

By November 2013, Tunisians’ morale was at its lowest, people were disillusioned by the continuing political and economic crisis outset three years earlier with the advent of the revolution, which quickly raised tensions and social divisions. Tunisians were more concerned about the country’s situation than anything else... There was thus a risk the National-Football-Team’s qualification for the 2014 World Cup might go unnoticed. As Tunisie-Telecom is the official sponsor of the National-Football-Team, the brand had to react and express its support to the Carthage-Eagles and federate Tunisians around the players who needed their support to qualify for the World-Cup. The idea was to make a documentary that looks back on the National-Team’s epic history in regards to the World-Cup, its realizations and qualifications and revive Tunisian football’s biggest names, as well as stage anonymous supporters who would explain to the Tunisian people the reasons to believe in a fifth qualification.