The background to the initiative was communicated through a short film via the digital screen, the key message being: ‘Keep our beaches clean …. The “TT Smart Converter” consisted of a digital screen, trash bin, wireless weighing scale and an optical fiber that was connected to Wi-Fi terminals omitting 3G++ connection. Tunisie Telecom installed the “TT Smart Converter” into the six beaches most effected by the rubbish crisis. Kilograms to Kilobytes: Tunisie Telecom converts kilograms of trash on the beaches into Kilobytes of internet connection for beach goers There was one challenge, the 3G network quality on the beaches was typically poor and most of the time people couldn’t find a network, even less Wi-Fi connection. What if we helped give the people on the effected beaches, who were seeing the issue first hand, a channel to communicate to the rest of Tunisia and spread the word. Tunisie Telecom saw an opportunity, what if it was able to harness the power of the people to affect change. The government tried to step in but no one wanted to hear the government preaching to them about what they should and shouldn’t do. As this was the summer period, people were spending a lot of time at the public beaches and unfortunately, they were being transformed into an open dumping ground. An environmental catastrophe was occurring in Tunisia and sadly nobody seemed to care. To achieve this, Tunisie Telecom needed to step outside the cluttered traditional advertising space and create an entirely new communication channel of its ownĭuring the same period, Municipality officers had been on strike for two weeks and Tunisians were facing an unprecedented rubbish crisis. Tunisie Telecom had to prove to its consumers (adults 18+) that 3G++ had as good if not better quality and coverage versus the competition. The communication challenge was clear, Tunisie Telecom needed to enhance its 3G++ brand image and gain its consumer’s trust in a fiercely competitive landscape.
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