Orange Tunisia: The Hashtagging Grandpa

Tahaab Rais, Mongi Bhouri

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 Tunisia Brand owner: Orange Tunisia Lead agency: FP7 McCann Tunis Contributing agencies: UM Tunisia, Propaganda Productions Country: Tunisia Industries: Telephone & internet services Media channels: Content marketing, Online video, Social media Up to 500k

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