Campaign details

Brand: Tunisie Telecom
Brand owner: Tunisie Telecom
Lead agency: J. Walter Thompson Tunis
Contributing agency: Mindshare Tunisia
Country: Tunisia
Industries: Telephone & internet services
Media channels: Online video, Radio & audio, Social media
Budget: Up to 500k

Executive summary

This case illustrates how Tunisie Telecom (TT), the incumbent telecoms operator in Tunisia, managed to become the number-one brand associated with the 2018 World Cup in Russia despite having lost its team sponsorship after 16 years.

Sport sponsorship is a big brand appreciation driver for TT, so to catch consumers' attention it created a soundtrack to 'World Cup moments'. It remastered iconic Russian song 'Kalinka' and added Tunisian lyrics for fans to sing 'Russia Here We Come'.