Label Memac Ogilvy et Mindshare offrent le premier GOLD CANNES LIONS à la TUNISIE
Magnifique, Super, Grandiose, la Tunisie grace à Label Memac Ogilvy et Mindshare remportent le premier Gold de l'histoire de la Tunisie.
Il aura fallu 58 éditions du festival de Cannes de la publicité qui est désormais celui de l'efficacité pour que un premier Gold soit decerné à la Tunisie. C'est chose faite grace au tandem Label Memac Ogilvy et Mindshare qui inscrivent leurs noms dans le palmares.
En 58 édition uniquement FP7 Doha en tant que pays arabe a reussi a remporter 2 golds. L'exploit du Tandem Ogilvy / Mindshare ouvrira le chemin au secteur de la communication, dans le sens ou désormais la Tunisie joue dans la cour des grands, peux proposer des membres de jury du festival et sera represnté dans les évènements internationaux en tant que guest.
Prochainement l'interview depuis Cannes.
Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: JUNE 16TH 2014
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
Creative Credits
Syrine Cherif Memac Ogilvy Label Managing Director
Nicolas Courant Memac Ogilvy Label Creative Director
Gerald Heraud Memac Ogilvy Label Associate Creative Director
Mehdi Lamloum/Asma Kanzari/Yosri Mimouna/Yassine Boughaba/Moez Achour Memac Ogilvy Label Copywriters
Mehdi Lamloum Memac Ogilvy Label Digital Planner
Cherifa Benslamia Memac Ogilvy Label Strategic Planner
Hela Helioui Memac Ogilvy Label Business Director
Bedis Benamor Memac Ogilvy Label Web Producer
Sana Triki OgilvyPR Public Relations Manager
Hayet Raïs-Skandrani Mindshare Tunisia Managing Director
Mohamed Ali Elloumi/Ali Boulila AccesstoeBusiness Webdesign / Developer / Community Management
Moez Sinaoui Nessma TV Broadcast Director
Nourredine Boutar Mosaique FM Managing Director
Lotfi Ben Sassi La Presse Editor in Chief
Hechmi Ammar WebmanagerCenter Managing Director
Olfa Mellouli UNPA Managing Director
Najla Chaar Tunisiana Communication Director
Kaouther Ben Salem Larbi Delice Managing director
Stijn Vandervorst STIAL Marketing Manager
Philippe Rouchier Sotubi/Sotuchoc Group Marketing Manager
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.
