ETwassel

ETwassel billboard: when you want, where you want

A transit app, launched in nine days

Setram was launching ETwassel, one app for Algiers tram passengers: the nearest station, timetables, subscriptions and real-time disruption alerts. We joined on 12 May 2025, nine days before the planned launch, with no written brief. The job was to make commuters want a transit app, and hold their attention long enough to understand it.

The challenge

The app was Android-only at launch, the date was fixed, and the audience was young commuters who scroll straight past institutional ads. The campaign had to sell everyday relief (no queue, no change, no guessing) rather than a list of features.

The solution

Teasers built on daily frustrations to create curiosity before launch. A native mini-series with creator Duks: a real problem, the app, problem solved. A 2D motion explainer in three formats, subtitled for sound-off viewing. Then five Meta campaigns across the funnel, from teaser to launch-day burst.

We cast Duks for a series shot on the line itself: the queue, the missing change, the late tram. Each episode ends with ETwassel doing the job. The launch reel went out on Setram's own page on 12 June 2025 and drew 1.7 million views on Facebook.

Campaign colour palette
Campaign typography in Arabic and Latin
Campaign pattern drawn from the tram's lines
Posters with the subscription card
Post: find the nearest station
Post: real-time disruption alerts
Social post system
Story system
Master visual: when you want, where you want
Duks on the tram platform, from the launch reel

Duks × Setram, launch reel

10,000+ downloads in under three weeks, announced by Setram on 30 June 2025, with 1.9 million people reached by the Meta campaigns.

Our tram wrap design for ETwassel
Other wrap directions we explored
The wrap Setram produced, on the line
Wrapped trams at sunset
Post: know your timetable
Setram's post announcing 10,000 downloads

Services

  • Marketing

    • Launch strategy
    • Teaser campaign
    • Creator series with Duks
    • Paid social on Meta

  • Design

    • Campaign visual identity
    • 2D motion explainer
    • Tram wrap design

Something like this in mind?

Start a project

Next project

GIZ

Digital skills for Algerian SMEs, from Algiers to the regions: a map of Algeria marking the workshops in Oran, Algiers, Sétif, Annaba and Biskra