2018 Winners & Shortlists

YA ROUSSIA JEYIN

BrandTUNISIE TELECOM
Product/ServiceBRAND
EntrantJ. WALTER THOMPSON TUNIS, TUNISIA
CategoryExcellence in Audience Engagement & Distribution Strategy
Idea Creation J. WALTER THOMPSON TUNIS, TUNISIA
Media Placement MINDSHARE Tunis, TUNISIA
Production PROPAGANDA Tunis, TUNISIA
Production 2 WHITE BENCH STUDIO Tunis, TUNISIA
Additional Company TUNISIE TELECOM Tunis, TUNISIA

The Campaign

Since TT lost their position on the national players’ shirts, we chose to win the fans’ hearts . We crafted a song with lyrics that shouted victory and claimed « Russia Here We Come ». A fan anthem, learned and sung as a celebration trophee, released seconds after the qualifications’ last whistle. A song that every Tunisian man and woman could pick up instantly, a catchy melody and popular lyrics. Only the 150 years Russian old song: Kalinka fits. We kept the melody to make fans feel they’re already in the Russian and rewrote the entire song with Tunisian lyrics celebrating “Russia, here we come”.

Creative Execution

Getting timing right was crucial for the engagement. Aired before the game was risky , if the team lost we’ll be accused of “jinxing” the qualification. Aired too late after the game, would make us miss the heart of the celebrations. We made sure that “Russia Here We Come” would be the first content to air on all TV channels right after the game ends. Radio streams were ours as well with the participation of Radio hosts nationwide. Digital ads were also live at t-0 on all social sites as well as Youtube.

“Russia Here We Come” buzzed from the second the game ended. Supporters celebrated on the Kalinka rhythm, strating from the stadium ,making it the official Tunisian worldcup chant. People made their own versions of the song. The clip scored a video-view-rate of 55%, totaling 5M views online which is the equivalent of 70% of the connected Tunisian population. It even topped the national Youtube trend list, considering that 87% of the total reach was organic. TT totaled 163k interactions on Social media. TV sets & radio streams took to playing RHWC as a jingle to all worldcup related contents.   Even though we lost the official sponsoring, we made Tunisie Telecom the most talked about brand during qualifications

Football is nothing without a cheering crowd. For the worldcup qualification, TT succeded in engaging fans not only by Incarnating the national hope for qualification ,but also by believing in their chances to go to the second tour. The link was made by creating a song that instantly became the Tunisian fan anthem. Hijacking the famous Russian melody « Kalinka » turning it into a pop song ,about going to Russia, made TT the most talked-about brand seconds after the final whistle of the ticket-game.

Everything from the tune to the lyrics were thought in detail to resonate with fans. The video clip was a critical element to engage a maximum of people as well. The song was about fans, and fans were at its core. obviously the video clip featured the typical football-fanatic male, but also include seniors, kids, and most importantly women. Who were represented equally. we made sure to feature as many men as women in all 2694 frames. We even hired a male and a female singer to record the song. With the gender equality respected , we also approached the casting with concerns based on cultural diversity. Why only have the sport fan segment when we can engage the whole nation since it’s a national celebration ? TUNISIA is perfectly represented in a song so familiar that a 2 year old child sings along.

Credits

Name Company Role
J.WALTER THOMPSON TUNIS Team J.WALTER THOMPSON TUNIS Team
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