BOGA CIDRE VIRAL VIDEO by Memac Ogilvy Label Tunis for Sfbt

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BOGA CIDRE VIRAL VIDEO

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Industry Soft Drinks
Media Direct marketing
Market Tunisia
Agency Memac Ogilvy Label Tunis
Director Hervé Hiolle
Creative Director Nicolas Courant
Art Director Gérald Héraud
Producer Daly El Okby
Strategic Planner Amel Gaaloul
Released March 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SFBT
Product/Service: SOFT DRINK
Agency: MEMAC OGILVY LABEL TUNISIA
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: MEMAC OGILVY LABEL TUNISIA, Tunis, TUNISIA
Entry URL: http://www.facebook.com/video/video.php?v=1109913516838&oid=61616718043
Creative Director: Nicolas Courant (Memac Ogilvy Label Tunisia)
Art Director: Gérald Héraud (Memac Ogilvy Label Tunisia)
Copywriters: Nicolas Courant/Zied Dahmane/Mohammed Ghaddab (Memac Ogilvy Label Tunisia)
TV producer: Aziz M'Bazaia (Memac Ogilvy Label Tunisia)
Business Director: Cherifa Ben Slamia (Memac Ogilvy Label Tunisia)
Account Director: Sonia Barbaria (Memac Ogilvy Label Tunisia)
Strategic Planner: Amel Gaaloul (Memac Ogilvy Label Tunisia)
Graphic Editor: Tarek Fehri (Memac Ogilvy Label Tunisia)
Director: Hervé Hiolle (Dprods)
Producer: Daly el Okby (Dprods)
Media placement: Viral Video - Facebook - 15/03/2009

Describe the brief/objective of the direct campaign.
Our challenge was to create interest around the new Boga Cidre soft drink TV campaign starring famous Tunisian actor Dhafer. In Tunisia‘s very small market, Youtube and Dailymotion are unauthorized and Facebook remains the only place where people can share content and videos. 74% of our main target audience (600000 people) possesses an account. To get them to see the TVC, we chose to make a viral teaser on Facebook.

Explain why the creative execution was relevant to the product or service.
Boga Cidre is a very popular soft drink. Tunisians love it but are not very proud of it particulary youth who considers the drink old fashioned. We needed to give Boga a modernity boost. The media choice and the fact that it was the first viral ever in Tunisia helped us to give Boga the image of a brand who knows where, when and how to entertain people.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We organized a fake scandal during the shooting of the TV commercial. The scene was shot and launched on Facebook as a viral video. It was entitled : Scandal with Dhafer on a Boga Shoot . An old lady interrupts the shooting and insults Dhafer, thinking he’s really the bad guy he plays in the soap that made him popular. A few days later, we created a Facebook page to see the TVC in avant-premiere so that people could subscribe. We asked multifan pages and groups where a massive part of our target audience subscribed to share the viral video. http://www.facebook.com/MaTunisie http://www.facebook.com/pages/100-FEMININE/141689187615 http://www.facebook.com/No.Routine?v=wall&ref=ts And on a famous actor's fanpage. A few days later, the same pages posted the link to the avant premiere fanpage. And after the launch of the TVC, the same groups and pages shared it. In Tunisia all social networks except Facebook are unauthorized. (Flikr,youtube, Daylimotion/wattv) Young people watch very little TV and Facebook remains the only place where they can have fun and find interesting content.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
A huge buzz took off immediatly. People shared and talked about the video, creating interest around the TVC. Within only 5 days, 3126 fans subscribed to see the TVC, 45,383 unique visitors saw it directly on the page before its national airing on TV and 61,324 more during the following week. By the end of the campaign, there were 4490Boga Dhafer; Google answers and the Boga Cidre campaign was the the most 2009 remembered campaign in Tunisia, way ahead of Coke with a budget 10 times smaller.