Orange Tunisia: The Hashtagging Grandpa

Telecoms brand Orange used a multichannel, branded content approach, featuring a grandad, to appeal to young people and turn around its image as an old-fashioned brand in Tunisia.

Campaign details

Brand: Orange TunisiaBrand owner: Orange TunisiaLead agency: FP7 McCann TunisContributing agencies: UM Tunisia, Propaganda ProductionsCountry: TunisiaIndustries: Telephone & internet servicesMedia channels: Content marketing, Online video, Social mediaBudget: Up to 500k

Executive summary

Challenge

In Tunisia, amid a saturated telecom category driven by youth consumers, Orange was perceived to be a slow, old-fashioned brand: the kind of network your grandparents would use.

Insight

Discovering how grandparents’ internet or technology fails were trending and how Tunisian youth adored grandparents, we lived up to this perception...

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