Our first commercial from the Arab world is from “Tunisie Telecom” for their World Cup campaign “Ya Roussia Jayin”. The song campaign was created by JWT Tunis, and was filmed in two versions, Ya Roussia 1&2, preparing for Tunisia’s participation in the World Cup of Russia in 2018.
“Kalinka”, the famous Russian song composed in 1860, inspired JWT for this campaign. After the massive success of the Arabic version of Kalinka in the first clip to celebrate the qualification of Tunisia, the agency released a second video with the same rhythm as the first wave of the campaign. The second video focused on showing that Russians are happy to discover Tunisia and its culture. The second part of the video shows that the Tunisian culture invaded Russia, making Russians immersed in Tunisian tradition.
The lyrics of the song express the heritage of Tunisia. From Balgha (babouche slippers), Bsisa (traditional food) to Harissa (Chili sauce). In the first place, the song highlights that Tunisians are coming to Russia, and also they are not scared either from Putin nor the cold.
Results of the Campaign
The campaign went viral. Its success has surpassed Tunisian borders to be a great success in Morocco and Egypt. The number of views exceeded 6 million views, generating several interactions of 128 725 interactions. The engagement was soaring too, with a rate of 8.666.
“Ya Roussia Jayin 1” won Three awards. Two at the African Crystal Festival 2018 held in Marrakech and one at the “Mena Crystal Festival” held in Beirut.
Client : Tunisie Telecom Agency : JWT Tunisia