Tunisie Telecom -Exclusive Clips
CHALLENGE
2017 saw a shift in the Tunisian Telco industry. A voice-driven market became a data-driven market. Youth being responsible for 74% of data consumption, it was essential for telco companies to seduce them. Our client, the historical national operator TT was perceived as old, uncool and was preferred by only 11% of Tunisian youth. The rest preferred either of the two global and modern competitors: Orange or Ooredoo. Our challenge was to kickstart a mission to seduce this strategic target.
INSIGHT/IDEA
Youth not only have a fear of missing out but they want to be the first to know about future events and talking points.
TV penetration among youth during ramadan reaches 94%. With locally produced soap operas and sitcoms leading the ratings.
82% of youth are multiscreeners, they’re online while watching TV.
On average 20 ads are broadcasted on each ad break during Ramadan, frustrating viewers and diminishing TV efficiency.
Lack of time and shorter attention spans even led to some seeking out recaps instead of full length episodes.
When a TV show episode airs on TV, the conversations happens on social media.
To change youth’s mind and conquer their hearts we needed to get into their universe where content is king and social media is context. We still needed to figure out the perfect content and the perfect timing to drive quick and concrete results. Data and observation based insights led us to the answer:
Short, exclusive, TV soap operas related content, to be shared on Facebook, during Ramadan.
DELIVERY
We partnered with 2 Tunisian TV channels to acquire short exclusive clips from every episode of the best performing soap opera and the best performing sitcom. Each night, as soon as the episode ends on TV, the clip for the next day’s episode was shared on Tunisie Telecom’s Facebook page. We also took over the end credits of both shows to drive viewers to the Facebook page.
RESULTS
Exclusive Clips drove the conversation around the shows to TT’s owned Facebook page. But also:
3 500 000 organic views.
50k$ in earned media thanks to the shows’ actors themselves, spontaneously sharing and reacting to our clips on their social profiles.
Brand preference doubled from 11% to 22%.
TT earned 50% more youth subscribers during Ramadan.
After Exclusive clips’ success we recommended more shows and TT allocated 10% extra media budget to acquiring exclusive TV content.
CHALLENGE
2017 saw a shift in the Tunisian Telco industry. A voice-driven market became a data-driven market. Youth being responsible for 74% of data consumption, it was essential for telco companies to seduce them. Our client, the historical national operator TT was perceived as old, uncool and was preferred by only 11% of Tunisian youth. The rest preferred either of the two global and modern competitors: Orange or Ooredoo. Our challenge was to kickstart a mission to seduce this strategic target.
INSIGHT/IDEA
Youth not only have a fear of missing out but they want to be the first to know about future events and talking points.
TV penetration among youth during ramadan reaches 94%. With locally produced soap operas and sitcoms leading the ratings.
82% of youth are multiscreeners, they’re online while watching TV.
On average 20 ads are broadcasted on each ad break during Ramadan, frustrating viewers and diminishing TV efficiency.
Lack of time and shorter attention spans even led to some seeking out recaps instead of full length episodes.
When a TV show episode airs on TV, the conversations happens on social media.
To change youth’s mind and conquer their hearts we needed to get into their universe where content is king and social media is context. We still needed to figure out the perfect content and the perfect timing to drive quick and concrete results. Data and observation based insights led us to the answer:
Short, exclusive, TV soap operas related content, to be shared on Facebook, during Ramadan.
DELIVERY
We partnered with 2 Tunisian TV channels to acquire short exclusive clips from every episode of the best performing soap opera and the best performing sitcom. Each night, as soon as the episode ends on TV, the clip for the next day’s episode was shared on Tunisie Telecom’s Facebook page. We also took over the end credits of both shows to drive viewers to the Facebook page.
RESULTS
Exclusive Clips drove the conversation around the shows to TT’s owned Facebook page. But also:
3 500 000 organic views.
50k$ in earned media thanks to the shows’ actors themselves, spontaneously sharing and reacting to our clips on their social profiles.
Brand preference doubled from 11% to 22%.
TT earned 50% more youth subscribers during Ramadan.
After Exclusive clips’ success we recommended more shows and TT allocated 10% extra media budget to acquiring exclusive TV content.