RESTAURANT: WELD ETTALYANA

Credits:

Advertiser/Client: UNPA HABIB MELLOULI
Product/Service: RESTAURANT
Advertising Agency, City: MEMAC OGILVY LABEL TUNISIA, Tunis
Country: TUNISIA
Media Agency, City: MINDSHARE, Tunis
Country: TUNISIA
Advertising Agency, City: MEMAC OGILVY LABEL TUNISIA, Tunis
Country: TUNISIA

Credit Details:
Name Position Company
Syrine Cherif Managing Director Memac Ogilvy Label Tunisia
Cherifa Ben Slamia Business Director And Brand Strategy Memac Ogilvy Label Tunisia
Afef Chehimi Account Manager Memac Ogilvy Label Tunisia
Hayet Rais Skanderani Managing Director Mindshare Tunisia
Imane Stambouli Client Leadership Director Mindshare Tunisia
Myriam Hakim Exchange Executive Mindshare Tunisia
Karim Abdelkhalek Invention Manager Mindshare Tunisia
Nicolas Courant Creative Director Memac Ogilvy Label Tunisia
Gerald Héraud Art Director Memac Ogilvy Label Tunisia
Zied Dahmane/Nicolas Courant Copywriters Memac Ogilvy Label Tunisia
Aziz M'bazaia Tv Producer Memac Ogilvy Label Tunisia
Hassan Forkani Web Manager Infochallenge
Nejib Belkadhi Director/Writer Propaganda Prod.
Imed Marzouk Producer Propaganda Prod.
Nebil Saidi D.o.p Propaganda Prod.
Badi Chouka Film Editor Propaganda Prod.
Lotfi Mahfoudh Graphic Creation Propaganda Prod
Mohamed Ali Affes 3d Graphic Designer Propaganda Prod.
Bassem Marzouk Set Designer Propaganda Prod.
Sofiane El Fani Photographer

Insights, Strategy and the Idea:
To rise above the mass of standard advertising during Ramadan (95 brands communicate during that period and mostly food ads) and upgrade the awareness of L'Epi d'Or pasta brand, we developped an advertainment campaign.

Creative Execution:
More than 80% of the Tunisian population watches soaps on TV during and after Ramadan fast break. So we created the brand’s own soap opera « Weld Ettalyana » The pitch: An Italian woman marries a Tunisian guy and they open a pasta restaurant. The show was promoted by a 360° ironical campaign in which Weld Ettalyana was compared to other very popular shows. The teasing campaign began 15 days before Ramadan and continued until the 5th day into Ramadan in order to create wait among the public.TV trailers, radio, press, outdoor, banners which led to the official website, video platforms, social networks, blogs, press conference…

Results and Effectiveness:
Huge press and TV coverage : more than 70 articles and 4 TV shows were dedicated to the soap before it was even aired. Blogs spontaneously mentionned the show. (758 pages Google research). Before the airing of the show everyone was already talking about it. It became the 3rd most watched TV program during Ramadan. Post tests concluded : 75% of the persons « appreciated the campaign a lot » 63% appreciated the TV show 23% estimated that it definitely improved l'Epi d'Or's image. An unprecedented success. And Season 2 is on its way.