3 Lynx pour LABEL et UN avec MINDSHARE
C'est lors de la soirée des Dubai Lynx que Label Memac Ogilvy a rafflé 3 prix :
- Dubai Lynx Outdoor Bronze : camapgne BOWL
- Dubai Lynx Media Silver : campagne Weld Ettalyena
- Dubai Lynx Direct & Sales Promotion Gold :RISOL
Mindshare en tant qu'agence Media du même groupe WPP a ainsi remporté le Dubai Lynx Media Silver pour la campagne weld ettalyena.
Pour rendre hommage à toutes les personnes qui ont honorés la Tunisie à cette compétition ci joint toutes les infos sur les campagnes :
Dubai Lynx Media Silver : WELD ETTALYANA
Type Of Entry: Use of Mixed Media
Category: Best Use of Mixed Media
Title: WELD ETTALYANA
Advertiser/Client: UNPA HABIB MELLOULI
Product/Service: FOOD
Entrant Company, 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:
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.
Dubai Lynx Direct & Sales Promotion Gold : RISOL SWEDISH WINE
Type Of Entry: Use of Media
Category: Premiums & Giveaways
Title: RISOL SWEDISH WINE
Advertiser/Client: RISOL SOLAR HOME SYSTEMS
Product/Service: SOLAR PANELS
Entrant Company, City: MEMAC OGILVY LABEL TUNISIA, Tunis
Country: TUNISIA
DM/Advertising Agency, City: MEMAC OGILVY LABEL TUNISIA, Tunis
Country: TUNISIA
Credit Details:
Nicolas Courant Creative Director Memac Ogilvy Label Tunisia
Gérald Héraud Art Director Memac Ogilvy Label Tunisia
Cherifa Ben Slamia Business Director Memac Ogilvy Label Tunisia
Sonya Barbaria Account Manager Memac Ogilvy Label Tunisia
Amel Gaaloul Brand Strategy Memac Ogilvy Label Tunisia
Brief:
Risol Solar Home Systems is a manufacturer specialized in solar panels. The Tunisian Government encourages the use of such technologies through low lending rates and fiscal deductions. But such governmental measures only concern Tunisians. Risol therefore chose to target high profile foreigners and particularly the French community, which constitutes the largest and wealthiest one and which is the most sensitive to environmental issues. Hence the brief : to stimulate awareness of the French community to the benefits of energy saving.
Solution:
We played with the item of French national pride : wine. As global warming leads to climate changes, one can therefore easily imagine that in a few years time, ideal climate for wine production will move away from France, further north. A bottle of Swedish wine, 2057 vintage, was sent out to a large number of French residents to symbolize the scary future. A letter in appendix detailed how energy savings can help avoid the impact of global warming, underlining the fact that solar panels can change the way the world is evolving.
Execution :
"Imagine if the things you're the most proud of weren't yours anymore" The message delivered was an invitation to think about ignoring energy saving consequences.
Outcome:
Risol managed to make direct contact with 64% of the target of which 9% ended in a purchase act. The campaign received an excellent feedback and contributed to heighten the French community awareness on the benefits of energy saving. However mentalities still need to evolve and further value the importance of environmental issues.
Dubai Lynx Outdoor Bronze : BOWL
Type Of Entry: Ambient
Category: Ambient: Large Scale
Title: BOWL
Advertiser/Client: GOLDEN BOWLING
Product/Service: GOLDEN BOWLING ENTERTAINMENT CENTER
Entrant Company, City: MEMAC OGILVY LABEL TUNISIA, Tunis
Country: TUNISIA
Advertising Agency, City: MEMAC OGILVY LABEL TUNISIA, Tunis
Country: TUNISIA
Chief Creative Officer: Ossama El-kaoukji
Creative Director: Nicolas Courant
Copywriter: Nicolas Courant
Art Director: Wilfrid Guérin
Photographer: Anis Cherif
Producer: Aziz M'bazaia
Art Buyer: Dorra Ben Jaffar
Account Supervisor: Cherifa Ben Slamia
Advertiser's Supervisor: Mohammed Zebidi
