| LIA (London International Awards), 2015 | ||
|---|---|---|
| Digital | Use of Social Media | Bronze Winner |
Site: http://www.gov-app.com
Corporate Name of Client: GOV
Client Supervisors: Pierre Alexandre Teulié/Bobby Demri
Agency Account Supervisor: Geoffroy Rosset
Agency: Fred & Farid, Paris
Executive Creative Directors: Benjamin Marchal/Olivier Lefebvre
Production Company: KILLDEATH, Paris
Description of the Project:
Three years after Tunisian dictator Zine El Abiding Ben Ali was overthrown, the Tunisian people were completely resigned regarding their future and the country’s politics. We wanted to bring back hope to this youth that had risen against barbarism by reconciling them with the political scene and helping them to believe again in a democratic state.
Hence, we launched GOV, the brand that enabled them not only to vote in real time for all of the candidates in the Presidential Elections, but also to create and share their own debates with all of the Tunisian citizens in order to influence the candidates’ programs. Moreover, GOV took place during one of the greatest moments of Tunisia’s History: the country’s first democratic Presidential Elections.
To avoid the manipulation of the tool by a political party or organization, we offered the keys of the application to one of the most important Tunisian NGOs that promotes democracy in the Arab World.
Our technical and marketing teams helped them to promote the brand and generate as much use as possible.
In just a few days, GOV had become a phenomenon, considered by the local medias as “the voice for the voiceless”. Almost all of the candidates running for President asked their militants to show and express their support on GOV. Both the former President Mohamed Moncef Marzouki and current President Beji Caid Essebsi were amongst the first candidates to publish and share their propositions with the Tunisian citizens via GOV.
29 days after the launch of GOV Tunisia, we had exceeded 800 000 opinions expressed on the application, which was 5 times the number of people who took part in the greatest protest, which overthrew President Ben Ali in 2011.