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.

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.

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%.