In Tunisia, a market driven by youth, Orange wanted to be known for its 4G offering. Instead of using traditional mass media that was irrelevant to Tunisian youth, we wanted youth to experience Orange’s speed and coverage on their mobiles. By choosing Retro-gaming, a huge trend with Tunisian youth, we created a product demonstration that worked at its best - only on Orange’s network.
Now, Street Fighter is Tunisia’s most popular retro-game. But while the game has characters from many different countries, it never had one from Tunisia. So, we tapped into the most famous, 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! Instead of objectifying women like most games do, we kept it real.
As a branded mobile game driven by social media, Hammam Fighter featured two Harzas in an iconic showdown, each with their own UNIQUELY TUNISIAN range of weapons, and finishing moves such as The Slipper Smackdown, The Finger in the Eye, and The Towel-Drop! The game worked seamlessly on Orange’s network.
For gamers when even a second’s delay could mean life or death, this demo of Orange’s 4G made existing users happier and made non-users sign-up to Orange. Online films reached hundred percent of Tunisian youth (over 2 million unique viewers). Social content, people's game-play videos, leader-boards and the Harzas at Tunisia’s Comic-Con promoted the game.
Through gaming influencers and TV shows, the idea engaged youth across the country and then, trended across top news and media platforms.