BRAND COLLECTIVE: JUNE 16TH 2014 by Memac Ogilvy Label Tunis for BRAND COLLECTIVE

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Industry Public awareness
Media Promo & PR
Market Tunisia
Agency Memac Ogilvy Label Tunis
Associate Creative Director Gérald Héraud
Creative Director Nicolas Courant
Strategic Planner Cherifa Benslamia
Released June 2011

Awards

Cannes Lions 2011
Media Lions Charities, Public Health & Safety, Public Awareness Messages Gold

Credits & Description

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser/Client: BRAND COLLECTIVE
Product/Service: TUNISIA
Entrant Company: MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Advertising Agency: MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
2nd Advertising Agency: OGILVY PUBLIC RELATIONS WORLDWIDE Tunis, TUNISIA
Media Agency: MINDSHARE Tunis, TUNISIA

Managing Director: Syrine Cherif (Memac Ogilvy Label)
Creative Director: Nicolas Courant (Memac Ogilvy Label)
Associate Creative Director: Gerald Heraud (Memac Ogilvy Label)
Copywriters: Mehdi Lamloum/Asma Kanzari/Yosri Mimouna/Yassine Boughaba/Moez Achour (Memac Ogilvy Label)
Digital Planner: Mehdi Lamloum (Memac Ogilvy Label)
Strategic Planner: Cherifa Benslamia (Memac Ogilvy Label)
Business Director: Hela Helioui (Memac Ogilvy Label)
Web Producer: Bedis Benamor (Memac Ogilvy Label)
Public Relations Manager: Sana Triki (OgilvyPR)
Managing Director: Hayet Raïs-Skandrani (Mindshare Tunisia)
Webdesign / Developer / Community Management: Mohamed Ali Elloumi/Ali Boulila (AccesstoeBusiness)
Broadcast Director: Moez Sinaoui (Nessma TV)
Managing Director: Nourredine Boutar (Mosaique FM)
Editor in Chief: Lotfi Ben Sassi (La Presse)
Managing Director: Hechmi Ammar (WebmanagerCenter)
Managing Director: Olfa Mellouli (UNPA)
Communication Director: Najla Chaar (Tunisiana)
Managing director: Kaouther Ben Salem Larbi (Delice)
Marketing Manager: Stijn Vandervorst (STIAL)
Group Marketing Manager: Philippe Rouchier (Sotubi/Sotuchoc)

Results and Effectiveness:
The content spread to social media. People began imagining their future and called for action.
#16juin2014 hash tag was n°1 top trend topic on French Twitter.
The operation was covered by every Tunisian media. Special shows and debates were broadcast (171mn for 3 Tunisian TV channels only, almost 5h on radios), and 36mn international coverage, including Al Jazeera who opened its evening news with a 4mn report.
Next weekend, protests were organised: getting back to work had become an act of resistance.
To kick start the economy, the 6 participating brands resumed to traditional marketing. Soon followed by others +166% media spent.
Creative Execution:
We decided to show everyone how bright our future could be if we all started building it now. We convinced 6 major consumer brands and 5 major Tunisian media of which 1 radio, 1TV, 2 newspapers and 1 online magazine to participate in the June 16th 2014 campaign. During a whole day, the 5 media acted as if it were June 16th 2014, approximately 3 years after first scheduled free elections. They presented Tunisia as a prosperous, modern and democratic country.
NessmaTV aired their usual shows pretending to be in 2014. News, bulletins, reports, culture, talk shows.
MosaiqueFM broadcast 2014 news, chronicles, press reviews...
The 2 leading daily newspapers made a special edition with 2014 news. WMC posted 15 articles from politics to economy.
To further engage people, we launched a has htag on Twitter and a website compiling the content and where people could share their own vision of the future.
Insights, Strategy and the Idea:
January 14th, 2011. Tunisia went through an historical Revolution that put an end to 23 years of brutal dictatorship. After one month of struggle, Tunisia had finally recovered its freedom and dignity. It was a moment of intense hope and national pride. But we were all too soon brought back to reality. The entire country went on strike, with people requiring immediate satisfaction. Economic activity was soon left to a standstill. 3 weeks later, hope had given way to doubt. The advertising industry, like many others, was completely stuck. Brands were quite willing to advertise in order to kick-start the economy, but they were afraid of public perception.
We needed to find a way to encourage the people to get back to work and start rebuilding the country we had all fought for.

The Promo / PR Ad titled BRAND COLLECTIVE: JUNE 16TH 2014 was done by Memac Ogilvy Label Tunis advertising agency for product: Tunisia (brand: BRAND COLLECTIVE) in Tunisia. It was released in Jun 2011.