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 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.

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!

Introducing: THE HAMMAM FIGHTER.

The game featured two Harzas (women working in a Turkish Bath also known as Hammam) in combat!

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!

Sound and music are important elements for gamers. So, we designed retro-gaming music as well as sound effects that consisted of recordings of real phrases and voices from real Harzas.

The game was designed to work on mobile and on social platforms, seamlessly on Orange’s fast 4G network. And not as smoothly on other networks; owing to speeds of those networks not being enough for the fast-paced game, the speed and coverage of Orange's 4G stood out

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.