In Tunisia, Branded entertainment is only starting but there's a huge potential as the average quality content offered by the media doesn't meet its audience. Some international brands like Orange have started to produce their own local content but it remains very rare. There are no particular restrictions or regulations imposed by authorities.

Within a few months, Tunisia went from 23 years of dictatorship and one only political party to its first ever free and fair elections, 1,600 candidates to choose from and over exposure to countless political messages. As a direct result of the confusion that arose, many had completely lost interest in politics. Polls showed only 55% at best were planning to vote.Our Brief: Convert this apathy into action.To do so we needed to re-awaken people's political engagement with a strong and effective reminder. Therefore, we showed the Tunisian people that if they didn't vote, their Revolution was in vain, and pointed out the real danger of abstention: the possible return of dictatorship.

A few days before the elections, we set up a provocative and visually engaging experience. We put back up a giant poster of Ben Ali. The poster inevitably provoked protests leading people to tear it down. However, when they did so, they discovered another poster underneath saying ‘Beware, dictatorship can return. On October 23rd, vote’.

To reach a wider audience, the whole event was filmed and converted into an online video.

We put back up Ben Ali's giant poster in La Goulette, to the shock of the residents. Then we let the story unfold. First, the poster made passers-by curious. It then ignites a spark, and makes the people on the street unite to take action until the final twist and surprise. The whole scene was captured on film and posted online with the hook title ‘Ben Ali is back’. Considering that Tunisians trust more social media than traditional media (old regime's propaganda) to get informed, they watched and believed it was true, until the second poster revealed its message.

The video spread online with a 30% share rate. People immediately engaged through social networks, generating tens of thousands of calls for action. Lots of them spontaneously changed their social media profile picture for our second poster, including Tunisia's future President Marzouki. Within a few hours, getting out to vote had become the ultimate phase of the Revolutionary process.

Visits on Engagement Citoyen's website increased by 461%. In the evening, the campaign was aired on all Tunisian and Arabic TV news. Tunisia's most watched international media, Al Jazeera, Al Arabya, Arabic CNN, TF1, Canal+,TV5 monde invited Engagement Citoyen's members to talk about the campaign. The next day, it generated fantastic comments from the whole Arab world. With the campaign's success, we were even offered standard outdoor for the second poster. Most importantly, the campaign helped people understand that their individual vote could make a difference. 88% turnout was reached. Far higher than the expected 55%.