Brand | TUNISIE TELECOM |
Product/Service | TELECOMMUNICATION |
Entrant | MINDSHARE Tunis, TUNISIA |
Category | Corporate responsibility |
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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The Campaign
By June'14, Tunisians were facing an unprecedented rubbish crisis. In 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.
Challenge, the 3G-network quality on the beaches was poor.
Objectives:
Engage people to clean up the beaches.
Enhance the 3G++ brand-image.
Increase sales by 3%.
Increase Tunisie-Telecom’s ecological engagement awareness among its target by30%.
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
The PR coverage was incredible..
Tunisie Telecom benefited from the free PR coverage estimated at $1 Million
The Brief
Engage people to clean up the beaches.
Enhance the 3G++ brand-image.
Increase sales by 3%.
Increase Tunisie-Telecom’s ecological engagement awareness among its target by30%.
Results
-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...
Execution
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
The Situation
By June'14, Tunisians were facing an unprecedented rubbish crisis. In 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.
Challenge, the 3G-network quality on the beaches was poor.
The Strategy
Kilograms to Kilobytes: Tunisie-Telecom converts kilograms of trash on the beaches into Kilobytes of internet connection for beach goers.
Credits
Med Zied Brahim |
Mindshare Tunisia |
Senior Director – Client Leadership |
Wassim Elghoudi |
Mindshare Tunisia |
Exchange Director |
Med Amine Khiari |
Mindshare Tunisia |
Senior Exchange Executive |
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 |
Yssem Saadi |
Mindshare Tunisia |
Digital Manager |
Hassan Forgani |
Infochallenge |
Manager |
Amine Laknech |
Antworks |
Manager |
Sonia Logani |
Tunisie Telecom |
Communications Director |
Hela Khadraoui |
Tunisie Telecom |
Brand Manager |
Nizar Jeridi |
Tunisie Telecom |
Brand Manager |