Category: Public Health & Safety, Public Awareness Messages
Advertiser: ENGAGEMENT CITOYEN
Product/Service: ENGAGEMENT CITOYEN
Agency: MEMAC OGILVY LABEL TUNISIA
Creative Director: Nicolas Courant (Memac Ogilvy Label)
Associate Creative Director: Gerald Heraud (Memac Ogilvy Label)
Copywriter: Mehdi Lamloum (Memac Ogilvy Label)
Copywriter: Asma Kanzari (Memac Ogilvy Label)
Copywriter: Yosri Mimouna (Memac Ogilvy Label)
Art Director: Yassine Boughaba (Memac Ogilvy Label)
Strategic Planner: Cherifa Benslamia (Memac Ogilvy Label)
Agency Producer: Aziz M'bazaia/Moez Nemsi/Bedis Benamor (Memac Ogilvy Label)
Producer: Imed Marzouk (Propaganda Productions)
Director: Fehd Chebbi (Propaganda Productions)
Vice President: Ulfet Fourati/Olfa Khalil Arem (Engagement Citoyen)
Media placement: Out Of Home - La Goulette - October 17th 2011
Media placement: Online Video - Youtube - October 17th 2011
Describe the brief/objective of the direct campaign.
After decades of dictatorship, the Tunisian people had finally overthrown dictator Ben Ali. But a few weeks before their first ever free and fair elections, it was estimated that only 55% at best would go and vote, ignoring the power and consequences their individual vote could have in helping the democracy they had fought for. On the contrary, they seemed to take their newly gained freedoms for granted. Engagement Citoyen, a non-profit organisation that aims to promote Tunisians' democratic awakening, asked us to convert this apathy into action and inspire a higher turnout at upcoming elections.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To re-activate people's sense of political engagement, we set up a provocative and visually engaging reminder. We put back up Ben Ali's giant poster in La Goulette and let people directly experience the real danger of abstention: the return of dictatorship ! A very special poster designed to provoke protests and encourage people to direct action. The people reacted as we expected and torn the poster down. But when they did so, they discovered another one underneath: Beware, Dictatorship Can Return. On October 23rd, Go Out And Vote + url for neutral information about the candidates' programmes.
Explain why the creative execution was relevant to the product or service.
Tunisians are fiercely protective of their Revolution. They are willing to defend it with their lives. A return to the old status quo would be unthinkable. The campaign didn't only show them that if they didn't vote, their Revolution was in vain, it made them experience the loss of their newly gained freedoms in a very physical and tangible way. The poster shocked them at a personal level and forced them to react, helping them understand what they were sure not to want for Tunisia's future. And, most importantly, that their individual vote could make a difference.
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.
The event was turned into a viral video (30% share rate) generating tens of thousands of calls for action, +461% clickrates on Engagement Citoyen's website and countless media coverage everywhere. People spontaneously changed their social media profile picture into our second poster. Within a few hours, getting out and voting had become the ultimate act of the revolutionary process. In the evening it was aired on all Tunisian and Arabic channel news. The next day, it spread worldwide. But, most importantly, the campaign made people actually vote as 88% turnout was reached. Far higher than the expected 55%.