2018 Winners & Shortlists

HAMMAM FIGHTER

Client/BrandORANGE
Product/ServicePROMOTE 4G
EntrantFP7/TUN Tunis, TUNISIA
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness
Idea Creation FP7/TUN Tunis, TUNISIA
Media Placement UM MENA Tunis, TUNISIA
PR FP7/TUN Tunis, TUNISIA
Production BANNI BANNI Tunis, TUNISIA
Production 2 ATELIER 216 Tunis, TUNISIA

Brief Explanation

PROBLEM: In Tunisia, a market driven by youth, Orange had the best 4G vs. Tunisie Telecom and Ooredoo. But was not known for it. STRATEGIC APPROACH: We showed its speed and coverage by choosing Retro-gaming - a huge trend with Tunisian youth - and created a product demonstration that worked at its best - only on Orange’s 4G network. INSIGHT: Now, Street Fighter is Tunisia’s most popular retro-game. But while the game has characters from many different countries, it never had one from Tunisia. So, we tapped into the most famous, iconic and hilarious street fighters of Tunisia - the “HARZAS” – women who work in Turkish baths called “Hammams” - and FIGHT over stealing each other’s clients! IDEA: Introducing: THE HAMMAM FIGHTER (meaning “Turkish Bath Fighter”) - a retro-game, inspired by the iconic “Street Fighter” game that was super-popular with Tunisian youth, where two Tunisian Harzas (i.e. women who work in Turkish baths in Tunisia), showed youth, across channels, the speed and coverage of Orange’s 4G, becoming a playable product demonstration for the brand. EXECUTION: As a branded game driven by and promoted across mobile social media, Hammam Fighter featured two Harzas in an iconic showdown, each with their own UNIQUELY TUNISIAN range of weapons, and finishing moves such as The Slipper Smackdown, The Finger in the Eye, and The Towel-Drop! The game worked seamlessly on Orange’s network. And not as smoothly on other networks. For gamers when even a second’s delay could mean life or death, this demo of Orange’s 4G made existing users happier and made non-users sign-up to Orange. RESULTS: The game became the most viewed content as well as the most played game from a brand in Tunisia, reaching 100% of Tunisia’s youth population, earning 6.88% more engagement vs. Tunisian benchmarks, generating $1.2 million in earned media value, and as a result, led to Orange being ranked #1 as a “top of mind” brand, “recommendation” scores increasing from 88% to 98%, “preference” scores increasing from 24% to 38%, “positive perception” (57%), “convinced by 4G offering” (38%) and “sign-ups” (24%) increasing, while Ooredoo and Tunisie Telecom declined.

Credits

Name Company Position
Afifa Chihaoui FP7/TUN CEO
Nidhal Zoghlami FP7/TUN Managing Director
Tahaab Rais FP7/MENA Regional Head of Strategic Planning
Monji Bhouri FP7/TUN Strategic Planner
Georges Yammine FP7/TUN Executive Creative Director
Slim Essaidi FP7/TUN Conceptualizer Copywriter
Hafedh Farhani UM Tunisia Digital Coordinator
Ines ben Hmida UM Tunisia Digital Planner
Khalil Abdelkefi UM Tunisia Managing Director
Mourad Mokrani UM Tunisia Graphic Designer
Moonaem Zayani UM Tunisia Graphic Designer
Manel ben Mlouka UM Tunisia Community Manager
Mariem Soumer UM Tunisia Community Manager
Hiba ben Slama UM Tunisia Community Manager
Mehdi Klibi Banni Banni Director
Haythem Derbel Banni Banni Producer
Sara Zebouchi Banni Banni Producer
Amir Aouinti Orange Tunisia Digital Marketing & Social CRM expert
Rym Choukatli Orange Tunisia Digital Marketing Manager
Sarah Bouchrara Orange Tunisia Head of Digital Marketing, Innovation and Loyalty
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