CLIENT
Tunisie Telecom
Mouna Mekni, Chef Division Publicité institutionnelle et cobranding
Hela Goucha, Head of communication
Mehdi Babbou, Directeur d'exploitation - Taraji Mobile
Maya Bougatf, Directrice Marketing Taraji Mobile
AGENCY
Wunderman Thompson Tunis *Lead Agency
Racem Mtimet, Associate Creative Director
Mohamed Salah Baccouche, Creative Director
Safa Guitouni, Creative Director
Khalil Baraket, Copywriter
Wajdi Turki, Art Director
Aziz Ben Amara, Art Director
Feriel Fellah, Digital Planner
Houneida Ghorbel, Account Manager
Mohsen Gabroune, Account Director
Melek Ourir, Senior Planner
Ghazi Jouini, Web Designer
Michel Sader, Head of production
Ahmed Mahjoub, CEO
Banni Banni
Haythem Derbel, Director
Red Prod
Farouk Fayala, Director
SUMMARY
Taraji is the biggest sports brand in Tunisia with +3M devoted fans but its Telco Taraji Mobile barely converted 10% of this audience. Fans didn’t see the mobile brand as essential to the club experience. To boost subscriptions, we took Taraji Mobile’s narrative away from football and centered it around what really unites fans: lifestyle. The new positioning was anchored around the diverse community of Taraji and its rich pop culture. Since the launch, the brand sold 3.5x more SIMs than its set objective and finally belonged to the community.