TUNISIANA AICH by J. Walter Thompson Tunis for Orascom

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TUNISIANA AICH

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Tunisia
Agency J. Walter Thompson Tunis
Creative Creative Jwt Tunis
Released March 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: ORASCOM TELECOM TUNISIE
Product/Service: TELECOMMUNICATIONS PROVIDER
Agency: JWT TUNISIA
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: JWT TUNISIA, Tunis , TUNISIA
Creative: Tunis Creative (JWT Tunis)
Planning Director/Account Director: Hazem Kaddour (JWT Tunis)
Media placement: Outdoor - 4x3, Sucettes - 15 March 2009

Results and Effectiveness
We totally diluted the launch of our competitor’s new product. We took advantage of our competition’s extensive teaser campaign to promote our product. We managed to gather our young customers within the Amigos community. The number of Amigos subscribers jumped from 50,000 to 600,000 within a month. Today the Amigos community has 8 times more subscribers than the competition.

Creative Execution
The solution was to create a positive movement full of colours to encourage the youth to dare to live life to the full. We launched the movement manifesto on TV, press and outdoor. Online people adopted our philosophy and created groups on Facebook inspired by our manifesto. Last but not least, we took advantage of our competitor’s teaser campaign to appear as the revealers and benefit from their extensive teaser campaign.

Insights, Strategy & the Idea
Tunisiana is the leader among the youth where as Tunisie Telecom is perceived as the outdated operator. In order to recruit new and younger customers, Tunisie Telecom decided to launch a new brand targeting the youth. Our business objective was to remain the youth’s favourite operator and to gather all the Tunisiana young customers within the same community empowered by a product called Amigos that offers low-cost calls within the community. Our insight: Young Tunisians want to live to the fullest but they feel frustrated as they don't have lots of opportunities for entertainment. They got used to this routine and desperately needed something to stimulate them. The idea managed to gather young people and create a real community around a common philosophy: inspiring and encouraging the young to be young, and to live fresh new experiences.