Orange Bets On ‘Hammam’ Street Fighters To Lure Tunisia Youth

Orange trailed market players such as Ooredoo and Tunisie Telecom significantly in launching its 4G services in Tunisia. In an attempt to up its efforts to engage the youth, that comprise the majority of the potential subscribers in the market, Orange resorted to content marketing in the time leading up to its 4G launch. Orange had to create content that would win youth’s share of time as a means to winning their share of data.

Tracking the trend of retro-gaming that youth in Tunisia were increasingly engaging with, Orange along with its creative agency, FP7/TUN discovered (through social media listening) that the iconic ‘Street Fighter’ game was one of the more popular retro-games that Tunisian youth were actually searching for and playing. First launched in 1987, “Street Fighter” is mong the popular games of time in which playable characters originated from different countries around the world, each with a unique fighting style; and players took control of the characters to fight their way to supremacy.

Given the theme of the ‘Street Fighter’ game, the agency looked at some of the more well-known and famous ‘fights’ in Tunisian culture, one of them being the fights between the ‘Harzas’ i.e. the women who work in Turkish baths in Tunisia. These Harzas are iconic and their characters are often looked at as entertaining and humouristic.

Through this campaign, the agency introduced a new form of fighting for Tunisians called ‘Harza fighting’. ‘The Hamman Fighters’ (The Turkish Bath Fighters) – a retro-game with Tunisian street humor, that was inspired by the iconic Street Fighter’ game, featuring two Harza (women working in a Turkish Bath) in combat!

Credits:
Georges Yammine – Creative Director
Mongi Bhouri – Strategic Planner
Slim Essaidi – Conceptualizer Copywriter
Tahaab Rais – Regional Head of Strategic Planning
Ines Ben Hmida – Digital Planner
Hafedh Farhani – Social Media Manager
Khalil Abdelkefi – Managing Director
Nidhal Zoghlami– Managing Director
Afifa Chihaoui – CEO
Mehdi Kelibi – Director
Haythem Derbel – Producer

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