Egypt’s Telecom Industry witnessed significant growth over the years, reaching 98.29M cellular mobile connections. With a population of over 100 million, the country offers enormous potential for providers to expand their market share. However, there is fierce competition amongst the four major players in the industry and they have been making relentless efforts to gain a larger consumer base especially during Ramadan.

And with Ramadan being the most cluttered time of the year with all brands aiming to strengthen their bonds with consumers – creating a hit piece of branded content is considered a success formula when done relevantly, especially at a time where Vodafone needed to hammer on the long-lasting relationship that they have with their loyal consumers. While aiming to increase their Net Promoter Score through the campaign; to continue building brand love and lead on trust, reliability, appreciation.

We issued an open call for casting individuals with authentic relationships that could effectively represent the essence of our campaign. Our aim was to showcase genuine emotions, chemistry, and connections in these relationships. Instead of seeking actors, we sought real-life relationships who could naturally convey the raw emotions we wished to showcase in our film and song.

Over the course of several weeks, we managed to find real-relationships with stories to tell, who could effectively portray these relationships. This casting process was a significant and challenging aspect of the campaign.

One of the most authentic moments was persuading Mo Salah's family to participate. Our goal was to capture their real relationship and demonstrate her role as a supportive partner, shedding light on Salah's identity as a father and husband instead of focusing on his career.