Egypt has won the most titles in the African Cup of Nations, securing 7 victories. However, it's been 14 years since our last win, every year, people hope for a win, but it hasn't happened yet. Still, Egyptians and brands keep supporting the national team in every way they can till we return back the cup home.

And given Orange is the official sponsor of African cup of nations this year, our brief was mainly to come up with a compelling concept that would resonate with the audience and create engagement among football fans.

Our objective for this campaign was to create a buzz in the market and break through the clutter, while also introduce orange tournament offer to recharge and win free mega-bites and subscription to watch the tournament.

This year, all Egyptians want to win AFCON and they want to win it hard. And since football fans are inherently superstitious, we decided to tap into this as Orange, The Official Sponsor of AFCON. This year, we're cheering the superstitious way. So, we created a campaign where we see Egyptians trying to change the team's luck by doing exactly everything they did when Egypt last held a trophy while steering away from what they see as bad luck. -even if this means sticking to an old jersey, locking someone up, intruding or insisting on watching the game from the same spot as last championship we won.

So this year, we're only cheering with what brings us good luck. Our campaign consists of short humorous films that are real in every way from the characters, situations, scripts to the visual direction.. so we could always stay relatable to all masses.

Our campaign targeted the masses, the primary focus was on football fans, across all socio-economic classes and age groups. To ensure relevance, we had to build a campaign on a strong and true insight.

We dug deeper to discover that Football fans being superstitious is a commonly known Egyptian insight and this is why we built on it our whole strategy.. that we're only cheering this time with what we believe brings us good luck.

And to make sure that our campaign resonated with this diverse football community, we capitalized on our insight from wearing lucky jerseys and match-watching companions to seating arrangements. Injecting humor, we showcased amusing scenarios in unexpected places like retirement homes, hospital rooms, bathrooms, and security offices. The campaign embraced diverse situations, all anchored in the same concept, resonating successfully with our broad audience.

We've come up with 10 short, humorous copies capturing the most absurd behaviors Egyptian football fans might engage in to ensure victory, portrayed realistically.

Along the copies, you'll see a dad locking up his son he deems to be bad luck, a security guard and thief adjusting handcuffs together, mimicking the exact way they were positioned when our team last won in 2010, a couple of elderlies in a retirement house sitting in the same way they did when they last won, doormen watching the game on mute avoiding the voice of the unlucky commentator who constantly made them lose, a guy storming into the same hospital room where his wife gave birth years ago because that was the last time they won, and a guy wearing an old, super tight t-shirt while watching the game believing that it holds the key to victory.

The campaign had a significant impact, surpassing expectations by achieving over 180 million views on social media, exceeding 300 million impressions and over 50 million people reached.

Our campaign resonated with the audience, shaping their watching habits and their commitment to match rituals believed to bring luck. Social platforms buzzed with posts from football fans sharing their videos highlighting their game traditions using our campaign line.

It also caught the attention of famous figures who shared their opinion in a humorous manner bringing a sense of relatability.

This campaign positioned Orange as a brand representing all fans, with our creative concept and relevant offer, we managed to captivate the market and build a stronger connection with the audience due to our relevancy. Orange campaign overachieved its initially set KPIs, with growth in subscribers to 21.5 million, a rise in redemption rates to 15%, and a substantial 14% increase in revenues.