For the past years, the pre-championship commercials have always been about the motivating jingles and the mega-celebrities ads; so, this year, we wanted to break the clutter of AFCON communication and create something different and real. We wanted to create a campaign that resonates with the audience and resemble their true way of cheering and this is what entertainment is all about. Our campaign shows snappy, humorous and witty situations for all kinds of Egyptian football fans and includes relatable insights that made the whole campaign both unique and real.

Football fans are highly superstitious and when it comes to Egyptians, we are superstitious by nature, especially when it comes to football. We literally integrate superstition in the most absurd way. We believe in the mystical powers of the blue eye, using it to shield ourselves from envy and we even throw salt on the floor, convinced that it blesses the place.

And when it comes to football specifically, there are dozens of bizarre insights; there's the one commentator whom you believe will jinx the team, there's the jersey that brings you good luck in each match, the one friend with whom you have to watch each game with because you never lost when they're around, this one place in which you watch all games in, convinced that it will effect the results in the stadium, there's the seating plan with your friends that you repeat every game ever since you won while sitting in the same places, the same exact meal that you order on each game day because changing it might make your team lose and there's those who love watching all games in the barber shop -it's a lucky charm, they say.

All the previous helped position our campaign in a highly unique place because the concept of superstition in general is widely known amongst Egyptians. So, if superstition was a competition, we'd most certainly always remain on top.

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 crafted our copies featuring humorous and relatable characters, generating excitement for fans to cheer in every possible way. The audience resonated with our copies due to its authentic portrayal of situations, relevant setting and art direction, and relatable scripts.

To break through the clutter, we crafted 10 humorous short copies, all under one umbrella, our campaign launched a week before our match in January, airing it throughout the tournament, before, in between and after Egypt matches to get all fans excited and prepared. We launched our campaign on all audience touch points they interacted with, to ensure having strong impact, reach and effect reflecting a big scale and magnitude for our 360 campaign. Accordingly, our campaign was broadcasted on television specifically on channels were matches aired, launching it on all owned, earned and paid media, on social media platforms, digital displays, and on high traffic billboards across Egypt streets.

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.