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It is a known fact that summer season is one of the strongest seasons in marketing in Egypt. However, some brands tend to compete more than others. But the telecom sector in Egypt is one sector that dominates the screens. Summer means beaches filling up, summer songs and themes, and everything in between.
For years now, the telecom sector has been treating summer like a championship that needs to be won. The competition is no longer about who offers the fastest network. It is about who will own the market by creating a conversation that dominates the scene? This year, the biggest players approached the season differently. How? Let’s take a look.
e& Egypt: No Excuses
e& Egypt didn’t depend on big musical appearances to create a catchy song. Featuring the hilarious appearance of Hesham Maged and Dina El Sherbiny, the ad is all about its idea and the chemistry between the two. Whether Hesham Maged (the husband) is underwater, above in the sky, or simply underground, e& doesn’t allow him to lose signal; thus, no excuses can be made.
It is an idea that shows the power of the brand’s signal in a funny way delivered greatly by both actors. The brand doesn’t overwhelm audiences with technical promises or shows that this summer you’ll win what you’ve never thought of. It simply shows lightheartedness and humor.
Vodafone Speaking Gen Z
Vodafone Egypt took a different route this year, featuring a song by Tul8te, Gen Z’s newest favorite Egyptian star, and featuring Lina Sophia and Youssef Raafat. The brand is telling its own side of the story of connecting two lovers through Tul8te’s song and appearance. Rather than borrowing youth culture, Vodafone Egypt decided to step into it. This is something that shows how Vodafone is reflecting on a growing industry trend where you prioritize cultural relevance over celebrity status alone. The brand smartly kept itself in the scene and concentrated on creating a connection with what’s happening across social media platforms.
Orange Egypt x Amr Diab’s Lola El Banat
Amr Diab has been Orange Egypt’s face for a year now since their “Khatafoony” campaign. This year, the telecom giant leaned on providing Diab with a video clip for one of his newest album songs called “Lola El Banat.” A song that highlights how girls are the cherry on top in life. Audiences loved the song, the clip, and the visuals; however, one thing remained a mystery for marketers… what’s the connection between a telecom company and girls?
Where is the brand message of this summer campaign? Yes, it’s true that the consistency of the Orange x Amr Diab collab is something loved by many. It is also true that this specific song could be played in every bachelorette party for girls, but something seems lost between the sea’s breeze, beach dancing, and the brand message. Maybe connecting women all over Egypt was the point, but still the brand message is not as clear as it should be.
Telecom Egypt (WE) Taking a More Hilarious Approach
Telecom Egypt, aka WE, featured Ahmed Malek with an appealing song from Bahaa Sultan. The ad shows how you can win 2 Million EGPs this summer with WE, which could change your life. The song is appealing, Ahmed Malek’s presence is too, and the funny approach leaves you with nothing but a smile on your face with all the summer vibes. Talk about a song for the summer? WE was able to give audiences that and more.
The Bigger Picture
This year’s telecom race reveals an interesting change. Celebrity endorsements remain important, but they’re no longer enough on their own. Brands are choosing personalities that reinforce distinct identities instead of simply chasing star power, maybe Orange is still relying on star power, though, but it’s Amr Diab so audiences will let it pass.
One leans into comedy, another into consistency, another into youth culture, while the fourth embraces humorous storytelling. Different creative roads, but all leading toward the same destination: earning attention in one of Egypt’s most competitive advertising seasons.
