Type of entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ENGAGEMENT CITOYEN
Product/Service: ENGAGEMENT CITOYEN
Agency: MEMAC OGILVY LABEL TUNISIA Tunis , TUNISIA
Entrant MEMAC OGILVY LABEL TUNISIA Tunis , TUNISIA
DM/Advertising Agency: MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Creative Director: Nicolas Courant (Memac Ogilvy Label)
Associate Creative Director: Gerald Heraud (Memac Ogilvy Label)
Copywriter: Mehdi Lamloum (Memac Ogilvy Label)
Copywriter: Asma Kanzari (Memac Ogilvy Label)
Copywriter: Yosri Mimouna (Memac Ogilvy Label)
Art Director: Yassine Boughaba (Memac Ogilvy Label)
Strategic Planner: Cherifa Benslamia (Memac Ogilvy Label)
Agency Producer: Aziz M'bazaia/Moez Nemsi/Bedis Benamor (Memac Ogilvy Label)
Producer: Imed Marzouk (Propaganda Productions)
Director: Fehd Chebbi (Propaganda Productions)
Vice President: Ulfet Fourati/Olfa Khalil Arem (Engagement Citoyen)
Describe the brief from the client
Within a few months, Tunisia went from decades of dictatorship and only 1 political party to its first ever free and fair elections: 1,600 candidates to choose from and over-exposure to countless political messages and advertising. As a direct result of the confusion that arose, many had completely lost interest in politics. Only 55% at best would go and vote, thus forgetting the main objective of the Revolution: Democracy for Tunisia. Engagement Citoyen, a non-profit organisation that aims to promote Tunisians' democratic awakening, asked us to convert this apathy into action and inspire a higher turnout at upcoming elections.
Describe the creative solution to the brief/objective.
We needed to re-activate people's political engagement with a strong and effective reminder. So we set up a provocative and visually engaging stunt. We put back Ben Ali's giant poster in La Goulette and let people experience the real danger of abstention: the return of dictatorship!
The poster provoked protests leading the people to tear it down. But when they did so, they discovered another one underneath: 'Beware, dictatorship can return. On October 23rd, vote.' + a URL for neutral and simple informations on the candidates' programmes. The event was posted online in order to spread the message.
Describe the results in as much detail as possible.
The message spread immediately (30% share rate), generating tens of thousands of calls for action, +461% visits on Engagement Citoyen's website and countless media coverage everywhere. People spontaneously changed their social media profile picture into our second poster. Within a few hours, getting out and voting had become the ultimate act of the revolutionary process. In the evening it was aired on all Tunisian and Arabic channel news. The next day, it spread worldwide. Most importantly, we made people take that final crucial step and actually vote as 88% turnout was reached. Far higher than the expected 55%.
Tunisians are fiercely protective of what they have achieved. They are willing to defend it with their lives. A return to the old status quo would be unthinkable. With such a low turnout there was genuine concern that one of the old regime's partisans could be elected. They were mobilised and well organised. As people kept ignoring the power and consequences their vote could have in helping democracy, it was vital to remind them that if they didn't vote, their Revolution was in vain. And do it in the most tangible and physical way so that they could rally around.
The Outdoor Advert titled THE RETURN OF DICTATOR BEN ALI [video] was done by Memac Ogilvy Label Tunis advertising agency for product: Engagement Citoyen (brand: Engagement Citoyen) in Tunisia. It was released in the May 2012.