The Hammam Fighter|短视频|广告营销案例【ADGuider广告指南】

土耳其战士

案例简介：结果土耳其战士成为突尼斯最受关注的游戏。对于游戏玩家来说，即使一秒钟的延迟也可能意味着生与死，这是橙色 4g 的演示, 作为一个媒体渠道，Orange 4g 的速度显示了保留现有用户 (他们对 Orange 更满意) 的速度，并吸引非用户注册 Orange。影响和影响 :( 1) 我们在网上接触和接触了 100% 的突尼斯青年(270万)。 (2) 我们创造了 570,000 美元的媒体收入，而突尼斯的平均收入为 250,000 美元。 (3) 19% 的突尼斯青年成为土耳其战士的积极参与者。 (4) 对 Orange 4g 产品的偏好比其他老牌竞争对手增加了 38% (5) 对 Orange 4g 的注册比比赛前增加了 24%。 (6) 对 Orange 4g 服务的推荐增加 + 98%。战略为了推动考虑，而不是使用不相关的传统媒体 (突尼斯年轻人不在乎) 来说橙色有多好, 我们让我们的年轻目标受众在他们的手机上体验到了橙色 4g 的速度和覆盖范围。通过选择复古游戏 (突尼斯青年的一个巨大趋势),我们创造了一款游戏，它成为了一款最好的产品演示，只有在奥兰治的 4g 网络上。现在，街头霸王是突尼斯最受欢迎的复古游戏。但是尽管游戏中有来自许多国家的角色，但它从来没有来自突尼斯的角色。为了让突尼斯人难忘，Orange 需要受到当地文化的启发。所以，我们挖掘了突尼斯最具标志性和最搞笑的街头战士 -- 哈扎斯 -- 在土耳其浴场工作的女性 -- 并为窃取对方的客户而斗争! 执行我们没有像大多数游戏那样将女性物化，而是保持真实。作为一款品牌游戏，Hammam Fighter 在一场标志性的摊牌中展示了两个 Harzas 作为可玩角色，每个角色都有自己独特的突尼斯幽默、讽刺、武器，如凉鞋、肥皂和海绵, 完成动作，比如拖鞋，手指在眼睛里,毛巾掉落!声音设计包括真实短语和真实 Harzas 声音的录音!游戏旨在在 Orange 的网络上无缝工作。在其他网络上并不顺利。非订户被引导到 Orange 的移动网站注册。在线电影覆盖了突尼斯百分之百的年轻人。社交内容、人们的游戏视频、领袖板和突尼斯动漫展上的 Harzas 使游戏成为 pop-culture.Through 游戏影响者和电视节目的一部分, 这个想法吸引了全国各地的年轻人，然后成为顶级新闻和媒体平台的趋势。相关性在突尼斯，为了让目标青年观众考虑橙色的 4g，而不是使用不相关的传统媒体 (突尼斯青年不在乎) 来说橙色有多好, 我们让他们在手机上体验到了 Orange 4g 的速度和覆盖范围。通过选择复古游戏(突尼斯青年的一个巨大趋势)，我们创造了一款游戏，它成为了一款产品演示，效果最好，只有在奥兰治的 4g 网络上。这与这个类别相关，因为它是一个媒体渠道，促进了奥兰治的 4g，吸引了突尼斯青年，创造了挣来的媒体，并影响了品牌和业务。活动描述土耳其战士。我们用突尼斯街头幽默创作了一款独特的突尼斯复古游戏，灵感来自标志性的 “街霸” 游戏。这场比赛有两个 Harzas (在土耳其浴室工作的女人，也被称为土耳其浴室) 在战斗中! 并通过快节奏有趣的游戏展示了 Orange 4g 的速度。游戏在 Orange 的网络上无缝运行。在其他网络上并不顺利。概要在由青年消费者驱动的突尼斯市场，Orange 推出了最佳 4g。但是，由于品牌在饱和的电信行业运营，充斥着促销和通用内容，因此并不为人所知。我们不得不重新构建 Orange 的战略，与促销和内容的一致性作斗争,创造一个突尼斯各地的年轻人都想与之共度时光的想法。为了突破贫穷的年轻人，推动他们的考虑，赢得他们的数据份额，我们需要展示奥兰治 4g 的速度, 通过一个值得他们花时间的产品演示。

土耳其战士

案例简介：Outcome The Hammam Fighter became the most talked about game in Tunisia. For gamers when even a second’s delay could mean life or death, this demo of Orange’s 4G, as a media channel showed the speed of Orange’s 4G retaining existing users (who were happier with Orange) and attracting non-users to sign-up to Orange.Impact & Influence:(1) We reached and engaged 100% of Tunisian youth online (2.7 million).(2) We generated $570,000 earned media vs. the Tunisian average of $250,000.(3) 19% of Tunisian youth became active players of Hammam Fighter.(4) Preference for Orange’s 4G offering increased 38% vs. other established competitors(5) Sign-ups to Orange’s 4G increased 24% vs. the period before the game.(6) Recommendation for Orange’s 4G services increased +98%. Strategy To drive consideration, instead of using irrelevant traditional media (that Tunisian youth didn’t care about) to say how good Orange was, we made our young target audience experience the speed and coverage of Orange’s 4G on their mobiles.By choosing Retro-gaming (a huge trend with Tunisian youth), we created a game which became a product demonstration that worked at its best, only on Orange’s 4G network.Now, Street Fighter is Tunisia’s most popular retro-game. But while the game has characters from many countries, it NEVER had one from Tunisia. To be memorable to Tunisians, Orange needed to get inspired by local culture.So, we tapped into the most iconic and hilarious street fighters of Tunisia - THE HARZAS – women who work in Turkish baths called Hammams - and FIGHT over stealing each other’s clients! Execution Instead of objectifying women like most games do, we remained real. As a branded game, Hammam Fighter featured two Harzas as playable characters in an iconic showdown, each with their own UNIQUELY TUNISIAN range of humour, jibes, weapons such as Sandals, Soaps and Sponges, and finishing moves such as The Slipper Smackdown, The Finger in the Eye, and The Towel Drop!The sound design consisted of recordings of real phrases and voices from real Harzas!The game was designed to work seamlessly on Orange’s network. And not as smoothly on other networks. Non-subscribers were guided to Orange’s mobile site to sign up.Online films reached hundred percent of Tunisian youth.Social content, people's game-play videos, leader-boards and the Harzas at Tunisia’s Comic-Con made the game part of pop-culture.Through gaming influencers and TV shows, the idea engaged youth across the country and then, trended across top news and media platforms. Relevancy In Tunisia, to drive consideration among the target youth audience for Orange's 4G, instead of using irrelevant traditional media (that Tunisian youth didn’t care about) to say how good Orange was, we made them experience the speed and coverage of Orange’s 4G, on their mobiles.By choosing Retro-gaming (a huge trend with Tunisian youth), we created a game which became a product demonstration that worked at its best, only on Orange’s 4G network.It's relevant to the category, as it was a media channel that promoted Orange's 4G, engaged Tunisian youth, generated earned media, and impacted the brand and business. CampaignDescription The Hammam Fighter.We created a uniquely Tunisian retro-game with Tunisian street humour, inspired from the iconic “Street Fighter” game.The game featured two Harzas (women working in a Turkish Bath also known as Hammam) in combat!And showed the speed of Orange’s 4G through fast-paced and entertaining gaming. The game worked seamlessly on Orange’s network. And not as smoothly on other networks. Synopsis In Tunisia, a market driven by youth consumers, Orange had launched the best 4G. But, it was not known for it, due to the brand operating in a saturated telecom sector that was flooded with promotions and generic content.We had to reframe Orange’s strategy, fighting the sameness of promotions and content, to create an idea that youth across Tunisia would want to spend time with.To breakthrough with the time-poor youth, to drive consideration with them and to win their share of data, we needed to show the speed of Orange’s 4G, through a product demo worthy of their time.