2015 Winners & Shortlists

The Campaign

Lben, the Tunisian traditional beverage of fermented milk has been slowly going out of fashion replaced by Soda, and fruit juice especially among young people. Slowly, 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 Lben could be consumed with other dishes than Couscous. Since Lben was better than most of the other drinks available on the market while being under-consumed was a blatant case of unjustice. On the other hand, since the revolution, youth have been fighting on and off-line to free their favorite artists activists using hashtag #free. Inspired by the Tunisian revolution the campaign idea was to give Lben a voice and help him launch his own PR campaign in order to raise awareness about his situation. Thus, we recreated the usual patterns of any social movement. It first started in the streets, through wild postings than it moved slowly 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. Lben Sales increased by 21% during the campaign (march 2014) compared to the previous year same period of time (march 2013). On social media the Freelben campaign gathered more than 50,000 fans and more importantly sparked the conversation about the possibility of drinking Lben with other foods than couscous.

The Brief

Research showed us that Lben was perceived as an old-fashioned drink and, thus, was slowly replaced by soda making it drank only on Sundays during family gatherings when they usually cook couscous or during the month of ramadan. The objectives were growing sales outside these constraints while refreshing the brand’s image by giving it a more current twist to appeal to the younger audience. The question was the following : How to connect with youth and make this drink relevant again without excluding the rest of population while inducing new consumption habits other than the usual Sunday couscous/lben routine ?

Results

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$.

Execution

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.

The Situation

In Tunisia, Delice has always been a guaranty of healthy dairy products for the family. The brand had a clean image choosing to use safe and family-oriented communication but, unlike the rest of Delice’s portfolio, Lben was declining and needed a powerful campaign that could shake thing up in order to be able to compete with popular international soft drink brands and their gigantic marketing budgets.

The Strategy

When we looked at Lben, we found that it was tastier, more refreshing, and healthier than most of the other drinks available on the market. Giving all these benefits, the national Tunisian drink, was under-consumed. It was somehow a blatant case of unjustice. Unjustice is a common point Lben have with Tunisians. Since the revolution, all Tunisians are asking for their freedom; freedom to work, freedom to speak, freedom to express themselves, and freedom to go on strike. Tunisian rights have been neglected for years and because of that, Tunisians have become champions of fighting for their rights. But, if Tunisians have been the victims dictatorship, "Lben" was the victim of Tunisians. Lben, the national Tunisian drink, has been neglected for years, although he's as tasty, as fresh, and even healthier than most of other drinks. Our objective was simple : making Tunisians feel guilty about Lben's situation.