INWI

The Challenge

Moroccans aged between 15 and 25 have lost interest in TV and moved to the internet. To target them, it was necessary to go where they spend an average of 17 hours per day, and use innovative content which enhances the offer.

The Solution

Stepping away from classical media while developing an adapted brand content became relevant. This alternative was embodied by the creation of the very first 100% Moroccan web series called “Switchers” designed specifically for the target group. The web series has then become a real channel to convey messages efficiently with intrigues built around product offers.

The Results

The series was very well received by the target group, as the 15 episodes were viewed more than 14 million times, generated over 200 articles and interviews, and instigated around 70,000 interactions on social media.Furthermore, Switchers was the most viewed African brand content in 2012.