JAMILA

The Challenge

How to reinforce the historic brand’s authenticity in reaction to competition’s behavior of replicating the codes ?

The Solution

We went for a digital campaign under the hashtag #dimaraibijamila (always Raibi Jamila), with the action of 3 web and TV influencers who managed to trigger childhood memories of Moroccans by making use of the brand's ultra-popular acoustic codes.

The Results

The video was broadcasted on television and shared on social media. The content received very positive feedback from the public and generated more than 3 million views on YouTube and Facebook.