Case Study

Best Tactical Campaign For AFCON: Vodafone Egypt Triggering Sense of Nationalism and Inspiring Other Brands

Over the past few days, we have seen the Egyptian people coming together to support our national team in the Africa Cup of Nations. The Pharaohs played against Nigeria, Ivory Coast, Morocco, and host Cameroon, but unfortunately couldn’t get their hands on the cup.

After a long journey to the Africa Cup of Nations final, despite the heartbreaking penalty shoot-out defeat against Senegal and winning silver, we are all proud of the great effort our team had done.

On the other hand, Vodafone Egypt launched an insanely clever tactical marketing campaign that went viral and deserved a gold medal.

 

United Under One Flag: Together We Are Stronger

The brand provided a simple yet creative solution to people to show how much they love the national team, which came in the form of changing the Facebook profile picture and cover photo to the Egyptian Flag.

Only a few hours before we beat Cameron in the semi-final with penalty kicks, Vodafone Egypt changed its profile picture and cover photo on its official Facebook page to Egypt’s Flag urging everyone to show their ultimate support to our national team in the finals to be the trendsetting prowess move for AFCON 2021.




This flag movement was inspired by Mo Salah’s statements at the press conference.

https://www.facebook.com/Vodafone.Egypt/photos/a.427573558436/10158702428668437/

 

The profile picture got more than 40K reacts and 6K comments, while the post promoting the initiative got more than 100K reacts, 11K comments, and 4K shares. The snow-ball effect created a huge buzz all over Facebook in Egypt.

The response to the campaign was quite impressive as the pioneer telecom company inspired dozens of other brands to follow in its footsteps and many people joined Vodafone’s initiative.

 

Our Strength Lies In Our Cheering

The first wave of the campaign was released starring the beloved Mohamed Salah just before the AFCON in the brilliant advert, this time Vodafone has put together a creative concept to preview Egypt’s run in the AFCON and reflect the Egyptian football fans’ support on the team performance using the tagline “We Are 100 Million On The Pitch”.

Also, the famous telecom brand followed Mo Salah copy with new series of adverts under the theme “Recharge, Cheer, and Win” to ignite enthusiasm and cheer to our Egyptian national team in the African tournament.

Although the campaign showed great success, the best part hasn’t come yet!

The real challenge for The Pharaohs was to change the mindset after losing for the Super Eagles in the opening match of the group stage.

Vodafone understood the need of the Egyptian people of wanting to be united again as it has been a long time since we all joined forces.

The red brand knew exactly how to trigger people’s sense of nationalism. Even though people already supported the team, they looked for untraditional ways to show their loyalty, support, and appreciation; Vodafone made use of this urge and provided a solution.

 

 

Vodafone Egypt: A Changemaker Brand

The goal of this campaign was to urge people to show more support as we were one step from going to the final. Another goal was achieved, which is proving that Vodafone is a leader.

In a blink of an eye, many brands big and small including Mountain View, Juhayna Dairy, Wuzzuf, Memaar Al Morshedy, Elaraby Group, Orange, Molto, Entreprenelle, and even Saib bank supported Vodafone’s campaign and changed their official page’s profile picture and cover photo to the Egyptian flag!

 

https://www.facebook.com/HuaweiCorporateEgypt/photos/a.1035453263247110/4624232214369179/

https://www.facebook.com/TelecomEgypt/photos/a.126352044090549/5147409051984798

https://www.facebook.com/OrangeEgyptOfficial/photos/a.167462456602392/5645327515482498

https://www.facebook.com/MountainViewEgypt/posts/5230684516989949:0

https://www.facebook.com/CocaColaEgypt/photos/a.781749025207175/4804606279588076/

https://www.facebook.com/hardeesegypt/posts/3058580517749061:0

Vodafone was a source of inspiration and the campaign went extremely viral; even some Facebook users joined the campaign and changed their profile picture too.

Social Media Reaction:

Taking The Extra Mile: Go Egypt

Vodafone also changed the network name to “Vodafone – GO EGYPT” a step considered by many as an expression of support and urging fans to unite and keep supporting the national team.

Vodafone Egypt: Reinforcing Its Position As A Strong Leader

Winning the host country Cameron in Penalty kicks was not guaranteed, Vodafone took the risk to change its profile picture and cover photo on its official Facebook page to Egypt’s Flag urging everyone to show their ultimate support to our national team in the finals.

As the brand achieved the campaign’s goal it proved that it is a strong leader that can inspire more brands including the competitors.

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The goal of this campaign was to urge people to show more support as we were going to the final. Another goal was achieved when many brands joined the campaign and showed their support as we witnessed the Egyptian flag spread allover social media.

The response to the campaign was quite impressive as many people followed Vodafone’s footsteps.

Re-charging the sense of nationalism and keep all Egyptians united despite our sports affiliations was the key code for Vodafone Egypt to launch one-of-a-kind social media campaign that inspired many other brands to follow it and do the same.

 

Vodafone has set a perfect example of how to be a strong leader and of how to make people come together and reunite.

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