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%.

In Tunisia, to drive consideration among the target youth audience for Orange's 4G, instead of using irrelevant traditional media (that Tunisian youth didn’t care about) to say how good Orange was, we made them experience the speed and coverage of Orange’s 4G, on their mobiles.

By choosing Retro-gaming (a huge trend with Tunisian youth), we created a game which became a product demonstration that worked at its best, only on Orange’s 4G network.

It's relevant to the category, as it was a media channel that promoted Orange's 4G, engaged Tunisian youth, generated earned media, and impacted the brand and business.

To drive consideration, instead of using irrelevant traditional media (that Tunisian youth didn’t care about) to say how good Orange was, we made our young target audience experience the speed and coverage of Orange’s 4G on their mobiles.

By choosing Retro-gaming (a huge trend with Tunisian youth), we created a game which became a product demonstration that worked at its best, only on Orange’s 4G network.

Now, Street Fighter is Tunisia’s most popular retro-game. But while the game has characters from many countries, it NEVER had one from Tunisia.

To be memorable to Tunisians, Orange needed to get inspired by local culture.

So, we tapped into the most iconic and hilarious street fighters of Tunisia - THE HARZAS – women who work in Turkish baths called Hammams - and FIGHT over stealing each other’s clients!

In Tunisia, a market driven by youth consumers, Orange had launched the best 4G. But, it was not known for it, due to the brand operating in a saturated telecom sector that was flooded with promotions and generic content.

We had to reframe Orange’s strategy, fighting the sameness of promotions and content, to create an idea that youth across Tunisia would want to spend time with.

To breakthrough with the time-poor youth, to drive consideration with them and to win their share of data, we needed to show the speed of Orange’s 4G, through a product demo worthy of their time.