2015 Winners & Shortlists

INTEGRATED

BrandLA COMPAGNIE LAITIÈRE
Product/ServiceDÉLICE LBEN
EntrantMEMAC OGILVY LABEL Tunis , TUNISIA
Entrant Company MEMAC OGILVY LABEL Tunis, TUNISIA
Advertising Agency MEMAC OGILVY LABEL Tunis, TUNISIA
Media Agency MINDSHARE MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Lben, a Tunisian traditional beverage of fermented milk that has been slowly going out of fashion especially among young people. Lben consumption became restrained to accompany couscous dishes on sundays and to the month of Ramadan. Our challenge was to Help Delice increase Lben sales by engaging with a younger audience while suggesting that it could be consumed with other dishes. Contemplating the youth's energy to fight on and off-line to free unjustly judged influential personalities using the hashtag #Free, our idea was to give Lben a voice and help him launch his own campaign in order to raise awareness about his situation. It first started in the streets, through wild postings than it moved to the mainstream media through product placements where Lben spoke directly to his audience. The campaign moved then to classic media. All while Lben kept asking people for support on social media.

Success of the Campaign

Based on our client's data and SIGMA Conseil - Qualitative study, Lben Sales increased by 21% during the campaign (march 2014) compared to the previous year same period of time. The campaign helped Délice increase its market share by more than 2% (66.1% market share by semester 4 2013 to 68.2% market share at the end of second semester of 2014). Délice Freelben facebook page received more than 50,000. Facebook users started to interact in masses on posts. It exceeded the amount of two hundred likes on some posts making it to the top 5 most engaging pages in Tunisian at the time. The campaign also helped educate consumers about Lben consumption with other dishes than couscous, since users started posting pictures of Lben being associated to other meals like pizzas, sandwiches, In terms of PR coverage provided by the campaign, the total PR value reached was 160 k$.

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

The Freelben campaign was inspired by the Tunisian revolution. We recreated the usual patterns of any social movement. It first started in the streets, through wild postings throughout Tunisia's big cities that raised questions about the aim of this campaign for an entire week. Than it moved slowly to the mainstream media through product placements where Lben spoke directly to his audience by erupting at IFM Radio shows. The campaign moved then to classic media with a TV commercial and radio spots that were were run during one month on Tunisia's main TV stations. All while Lben was continuing asking people for support on social media. In the end of the campaign, through a sponsored TV program on TOUNSIA TV the number one TV Channel in Tunisia, we went out and reported opinions of people in the streets about Lben’s quest for freedom.

Credits

Name Company Role
Javier Morales Memac Ogilvy Label Creative Director
Yassine Boughaba Memac Ogilvy Label Associate Creative Director
Zied Dahmane Memac Ogilvy Label Associate Creative Director
Yassine Douira Memac Ogilvy Label Senior Art Director
Alexandre Chaulet Memac Ogilvy Label Senior Art Director
Yosri Mimouna Memac Ogilvy Label Senior Art Director
Amin Khelil Memac Ogilvy Label Art Director
Mehdi El Monastiri Memac Ogilvy Label Copywriter
Chamsseddine Abdelhafidh Memac Ogilvy Label Copywriter
Sofiene El Kebir Memac Ogilvy Label Planning Director
Amal Haouet Memac Ogilvy Label Pr Director
Hanene Bardi Memac Ogilvy Label Account Director
Salma Jouini Memac Ogilvy Label Account Manager
Chiraz Ben Said Mindshare Client Leadership Director
Yssem Saadi Mindshare Digital Director
Zeynel El Glaoui Mindshare Senior Digital Executive
Mehdi Ben Chaabene Mindshare Senior Exchange Executive
Kaouther Larbi Compagnie Laitiere Du Cap Bon General Manager
Chehnez Louerghemmi Compagnie Laitiere Du Cap Bon Marketing Director
Imen Jelili Compagnie Laitiere Du Cap Bon Brand Manager