Brand | TUNISIE TELECOM |
Product/Service | TELECOMMUNICATION |
Entrant | MINDSHARE Tunis, TUNISIA |
Category | Consumer Services |
Advertising Agency
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INFOCHALLENGE Tunis Mahrajene, TUNISIA
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Media Agency
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MINDSHARE Tunis, TUNISIA
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Entrant Company
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MINDSHARE Tunis, TUNISIA
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Results and Effectiveness
-The 3G++ brand-image-index increased+31%
-3G++ sales increased+5.2%
-Tunisie-Telecom ecological-engagement-awareness+49%
-Over 1200 people participated in cleaning the six beaches
-Over 927Go of 3G-internet-mobile were liberated 927 Kilograms of trash were collected
-Over 280000views, most viewed video that month on Youtube.
-Over 20000support messages and comments for the initiative on socialMedia
-Over 35000video shares on Facebook.
-Over 4000tweets containing the video.
-Twitter followers+4%
-Facebook Fans+7%
-Youtube subscribers+20%
-Tunisia’s number one channel Al-Watania1, covered the initiative in the 8PM-News
-Tunisia-News-Network covered the operation in the News
-Most listened radio reported the operation
-Over 150 Print and Online-media reports including several international web sites:Ads-of-the-World...
Creative Execution
Kilograms to Kilobytes: Tunisie Telecom converts kilograms of trash on the beaches into Kilobytes of internet connection for beach goers. Tunisie Telecom installed the “TT Smart Converter” onto the six Tunisian beaches most effected by the rubbish crisis. The “TT Smart Converter” consisted of a digital screen, trash bin, wireless weighing scale and an optical fiber that was connected to Wi-Fi terminals omitting 3G++ connection. The background to the initiative was communicated through a short film via the digital screen, the key message being: ‘Keep our beaches clean …. 1 Gb of mobile internet connection will be offered for 1 Kg of trash collected’.
Insights, Strategy and the Idea
By June'14, Tunisians were facing an unprecedented rubbish crisis. As this was the summer period, people were spending a lot of time at the beaches and unfortunately they were being transformed into an open dumping ground. Tunisie-Telecom saw an opportunity, what if we helped, give the people on the affected beaches, who were seeing the issue, a channel to communicate to the rest of Tunisia and spread the word.
There was one challenge, the 3G-network quality on the beaches was typically poor.
1st objective engage people to clean up the beaches. 2nd was to enhance the 3G++ brand-image by 13 points in a month to reach 60% from a base of 47%.
3rd objective increase sales by 3% during the same period.
4th objective increase Tunisie-Telecom’s ecological engagement awareness among its actual and potential clients. The index was at 9% (Source: Tunisie-Telecom Brand-Health-Tracking-Survey) objective was to increase it by 30%.
Credits
Med Zied Brahim |
Mindshare Tunisia |
Senior Director – Client Leadership |
Wassim Elghoudi |
Mindshare Tunisia |
Exchange Director |
Med Amine Khiari |
Mindshare Tunisia |
Senior Exchange Executive |
Yssem Saadi |
Mindshare Tunisia |
Digital Manager |
Ines Mestikou |
Mindshare Tunisia |
Senior Exchange Executive |
Sawssen Khamassi |
Mindshare Tunisia |
Senior Exchange Executive |
Ahmed Jamoussi |
Mindshare Tunisia |
Senior Exchange Executive |
Chaima Ben Younes |
Mindshare Tunisia |
Senior Media Assistant |
Hassan Forkani |
Infochallenge |
Manager |
Amine Laknech |
Antworks |
Manager |
Sonia Logani |
Tunisie Telecom |
Communications Director |
Hela Khadraoui |
Tunisie Telecom |
Brand Manager |
Nizar Jeridi |
Tunisie Telecom |
Brand Manager |
Antworks |
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Additional company |