2015 Winners & Shortlists

The Brief

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%.

Describe how the promotion developed from concept to implementation

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

Describe the success of the promotion with both client and consumer including some quantifiable 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...

Explain why the method of promotion was most relevant to the product or service

Kilograms to Kilobytes: Tunisie Telecom converts kilograms of trash on the beaches into Kilobytes of internet connection for beach goers