In a saturated telecom sector in Tunisia, that is driven by youth consumers, Orange was the last brand to launch its 4G services.

To breakthrough with the time-poor youth and win their share of data, we needed to show the speed of Orange’s 4G, through a product demo worthy of their time.

We had to reframe Orange’s content strategy on social media fighting the sameness of content and the typical sponsored stories, to create innovative content that fans would want to spend time with.

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!

Online films shared the backstory and the rivalry!

Game demos, Entertaining social posts, People's game-play videos and Tables of players, activated participation.

The Harzas even became the stars of Tunisia's Comic Con!

Through gaming influencers, the idea engaged millions, trended across top media platforms (including Huffington Post in the region) and became the most shared hashtag by a brand in Tunisia.