2019 Winners & Shortlists

Background.

Our partner Orange Tunisia, decided to work on a digital activation for valentines day. The brief was to create an advergame linked to a brand content that doesn't involve a specific product or a service but a concept that will strengthen the bond between the Brand and the youth. The objectives were to reach a maximum of our target ( youth ) and gain in both video views and players that will share their results.

Describe the creative idea.

Our idea was to overlook the usuals, since we know that a major amount of the Tunisian youth is struggling with the friend zone phenomenon. This year we decided to think about them and talk about valentines day from another perspective : the FriendZone one. We started by exposing the problem, taking the example of highschool students we presented it a short funny video where the most known young Tunisian influencers starred in, the video ends with a call to action leading to the advergame. The advergame consists in a simple mechanism ; Use the avatar of the Friendzoned guy to escape from the friend-zone , by moving him from a room to another while collecting keys. The surprise was that when the player escapes, he realizes that his itinerary was the word I Love You in arabic, and that's when he can Share it with his better half.

Describe the strategy.

The strategy was to gather data from all the subscriptions made through facebook connect to identify the target that would be interested in such activations. Our target audience was mainly the Tunisian youth so we managed to create a simple and a light concept with high impact potential. The Tunisian social media users which are mainly youth, are not anymore interested in commercial offers or classic advertisements, they are today looking more for entertainment to escape the actual Tunisian atmosphere empoizened by politics, terrorism, economic situation and religious talks. And that's why we decided to create a combined Branded Game / Brand Content that had an affinity creation approach as a goal.

Describe the execution.

Since we wrote the scenario the next step was to cast the actors, our approach was to select instead of known or unknown actors, we went for the influencers most followed by our target audience. We allowed the influencers to leave their own fingerprint on the script so it suits them. The video production and the game development were taking place at the same time. And when it's all ready we launched the platform which was promoted by the Viral Film shared on Orange Tunisia's social media accounts and by Influencers. The activation aired on February 13th until February 27th and during that period, each influencer has published his own video content on his personal account talking about Valentine's Day and the friendzone theme ending it with a call to action leading to our platform.

List the results.

Reach on social media : 5 Million 50k Branded Game Players Total Video Views : 1.8 Million on Facebook 26.3K Interactions on Facebook 1.8K Shares on Facebook