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The EgyBest movie campaign didn’t knock on the door of public attention. You’ll find that it easily slipped in quietly and sat on the couch. It began with a casual Instagram story from Eyad El Mogi hinting that EgyBest employees made a staggering $110 million. No logo. No key visual. Just a number big enough to raise eyebrows. Then came Ahmed Malek publicly questioning whether it was true or just a rumor. At that point, the campaign had already done its most important job: it made uncertainty contagious.
The Plot Twist Strategy
Traditional amplification of events wasn’t what was unravelled in this PR campaign. The direction of the campaign was simply different. Because this time celebrities didn’t just announce the project; they were the ones reacting to it. And in the current market of predictable campaigns, this one distinction mattered the most.
The PR team turned public figures into audience members by framing the campaign as an unfolding mystery rather than a reveal. This reversed the usual style and hierarchy: the audience wasn’t watching celebrities promote something; they were watching celebrities try to understand it, just like them
Digital Buzz, Confusion, and a Bit of Fun
This is when the campaign decided to escape the screen. Billboards started appearing and they looked nothing like movie posters. They contained circular profile-picture visuals, usernames complaining about ads, and sarcastic remarks that felt like they were taken straight from EgyBest’s comment sections. This is when the offline world began mimicking online behavior. It succeeded in eliminating the boundary between social feeds and streets. Talk about unraveling a creative OOH advertisement campaign that felt like it was more of an OOH role-play.
That One Phone Number
A hotline? More like a regular phone number that was real and labeled “EgyBest Customer Support” on Truecaller. Around 10k individuals called in the first 4 hours of the reveal. And instead of a recorded corporate message, they got Marwan Pablo answering, “This is the courier, how did you get this number?” Talk about a PR campaign that was able to transform passive curiosity into active participation. Calling the number allowed a lot of Egyptians to feel like they’re included in this campaign. How they are participating and are in on something special yet to come.
The Understanding of “Different”
So why does this campaign feel different than any other? Why are we stating how the PR team knew how to stand out? Because this one campaign didn’t rely on hype as much as it engineered discovery. It borrowed mechanics from social platforms and relied on fun, relatability, and fandom behavior. And then they took it all and deployed it across real-world touchpoints.
This is a campaign that gave the audience a scattered pattern of dots and trusted that they would do the math and connect them. In today’s world of over-explaining, The EgyBest movie PR campaign chose to intrigue audiences. And Egyptians? They’ve never had more fun.
