Advertised brand: a2e
Advert title(s): a2e : What a Wonderful Web !
Media: Online

Advertising Agency (Name, City, Country): a2e Tunisia
Agency website: [http]
Creative Director: Mehdi Lamloum
Art Director: Slim Hmaied
Copywriter: Safouene Thabet
Published/Released (Month, Year): Mars 2008

Mssg from sender: 

Description:
Access to eBusiness ™ is an agency of webmarketing that has been evolving on the Tunisian market since 1999.

Aware of the potential market, we decided, at the beginning of 2008, to guide our agency to the online council communication and especially viral marketing.
The Buzz Marketing, which is still in its infancy in Tunisia, is hardly assimilated whatsoever by advertisers or their agencies in advertising.
Indeed, some people underestimate the contribution of this type of support or of this type of communication strategy in terms of impact, in terms of return on investment.
By organizing a seminar in July 2007, and in the presence of a large number of players in the field, we introduced the new strategy of our agency: we tried to explain the best reasons that led us to change our strategy, as we have outlined several examples, all of this in order to popularize the culture Web.
Today, we felt an urgent need to move up a gear and make a big fuss media to energize and attract more players in the Tunisian market, What’s better than our knowledge either of the web and our privileged product : The Buzz

What mana7kich.com?
to launch a2e , we have made presentations in 27 slides that have been all too boring , but the experience has shown that only innovation made things happen:
We are making the difference, and we are proving it !

Launching a Buzz campaign was the solution that was required .
it was, at the same time, a telephone operator, whose color is red, launched a “Teasing” operation with great urban display fanfare, press and radio: “A7kili.com“.
The opportunity was very good for two reasons:
- “A7kili” is a widely circulated media campaign , it was essential to take advantage of it!
- Inducing the microcosm of the world of communication was an interesting opportunity. It was necessary to implement that, from memory, no one had dared: believing in a travesty.
Mana7kich.com (I shall not talk!) Has been designed to appear as a sham (parody) to “A7kili”. Com (talk to me). It is this impression that created the Buzz around the site.
The existence of harsh competition between operators, between agencies… allowed to circulate the news very quickly, everybody speculating on who sought to break the campaign.

Why this campaign:
The primary objective is to position a2e as the board-agency avoiding long speeches (hence “mana7kich”) We prefer action!
The second objective is to increase the potential of the agency stuff: First in terms of creativity, then in terms of innovation, to provoke and create the Buzz… Warning: There was chosen?
The third objective was to demonstrate to advertisers and professionals in the world of communication that Buzz Marketing does not necessarily require a lengthy action plan, or a hundred million offline budget communication, but an idea circulated by the word of mouth can spread very quickly and reach targets, provided to seize the best timing, and to the most appropriate action plan.

Who this campaign is addressed to:
to begin, it’s for advertisers , who maintain their fatigue and monotony of media plans and often, when facing the communication online, think directly “emailing”.

In the midst of Communications (agencies and media) to assert our leadership and express our different range of products, advice experience and of mutual innovation.

We are aware ,nowadays, that the Internet is a complementary medium but it is still very important to give the best desired impact in a multi-media communication campaign.

a2e has finally spoken to say: What a Wonderful Web!

Thx Slim 

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