2019 Winners & Shortlists

ORANGE SKIFIBI

BrandORANGE TUNISIA
Product/ServiceTELECOMS & INTERNET
EntrantINNOV8 Tunis, TUNISIA
CategoryBranded Games
Idea Creation INNOV8 Tunis, TUNISIA
Production INNOV8 Tunis, TUNISIA

Background.

We are in December, the year's end is approaching, Tunisians are mixed between positive resolutions for next year and negative bad vibes collected from issues encountered in 2018. The brief was to create an advergame combined with viral films to turn this situation to a funny way with a subtile link to the brand product and services. The objective was to gather a maximum number of players.

Describe the creative idea.

Originally Skifi – Bih a popular tunisian expression from the French verb Esquiver meaning to dodge. Skifibi is the key to avoiding the constraints, negativity , and everything demotivating in life. Skifibi is the clue to finding simple solutions to everyday problems. We dwelled on this and created a series of videos mixed with humour: each one tells a different story that could happen to any young Tunisian. The aim is that the viewers identify with the situations. each Video ends in a call to action that leads you to the game which is the first in its kind to be developed on the Facebook Instant Game Platform. As to the game play we created multiple environments to choose from and then SKIFIBI, avoid obstacles, but stay close to the rope. The More You play , the higher your score, and the closer you are to winning the prize.

Describe the strategy.

The aim was to offer the community a funny content to end the year in beauty, something that reminds them to hold on even with the actual atmosphere in Tunisia. Since our main target was the Tunisian youth we started thinking like them, what do they want ? : Entertainment, Motivation, Humour. In order to combine all of their needs we thought about an addictive and funny advergame that illustrated some of their most common issues and show them simple and funny solutions ... All of this was promoted and initiated by their favorite instagrammers / youtubers using 4 short funny and concise videos ... Straight to the point. Their year ending will be awarded with multiple gifts for those who held on and got the best scores.

Describe the execution.

On December 18th we started by publishing the advergame on Facebook Instant Games Platform, then we published the first promotional video starring Seif Hor Cujet who is one of the most appreciated youtubers in Tunisia with a call to action followed by the Instant Game Link. We continued promoting the game until January 11 by publishing one video a week starring other Influencers and youtubers. Fatma Mahjoub's Video : December 21th Mohamed Bouglia's Video : December 27th Ahmed Riabi's Video : January 3rd Each influencer shared his/her video on instagram and facebook and made 5 Instagram Stories to promote the game. Over 20 Winners Were announced on January 25th

List the results.

24k players, in two weeks and more than 100k games played. The videos reached over 5 Million facebook and instagram users and got over 1Million video views.

Credits

Name Company Role
Mohamed Heykel Kraiem Innov8 Design Studio General Creative Director
Seifeddine Klai Innov8 Design Studio Digital Manager
Mohamed Amine Jouini Innov8 Design Studio Art Director
Achref Mejri Innov8 Design Studio Graphic Designer
Mehdi Ben Amor UM Tunisia Media Planner
Hafedh Farhani UM Tunisia Media Manager
Amel Ayed Orange Tunisia Digital Manager
Haythem Gadacha Orange Tunisia Digital Marketing Manager
Oussama Labidi Innov8 Design Studio Manager
Chayma Srairi Innov8 Design Studio TV Producer
Mohammed Mkaddem Innov8 Design Studio Copywriter
Makrem Zouagi Innov8 Design Studio Game Developer
Mehdi Houli Orange Tunisia Digital Manager
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