Campaign details

Brand: Orange
Brand owner: Orange
Lead agency: FP7/TUN
Contributing agencies: UM MENA, Banni Banni, Atelier216
Country: Tunisia
Industries: Telephone & internet services
Media channels: Games & competitions, Mobile & apps, Online video, Public relations, Social media
Budget: Up to 500k

Executive summary

In Tunisia, a market driven by youth, telecoms corporation Orange had the best 4G vs. Tunisie Telecom and Ooredoo, but was not known for it. We showed its speed and coverage by choosing retro gaming – a huge trend with Tunisian youth – and created a product demonstration that worked at its best only on Orange's 4G network.

Street Fighter is now Tunisia's most popular retro game, but while the game has characters from many different countries, it never had one from Tunisia. So we tapped into the most famous, iconic and hilarious street fighters of Tunisia – the Harzas. These are women who work in Turkish baths called Hammams and fight over one another's clients.