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Innocently it all started with an ad that was rolled out by e& Egypt, formerly known as Etisalat Misr, that was celebrating Al Ahly SC. This is one of Egypt’s most decorated football clubs. However, what was meant to be a feel-good tribute quickly turned out to be kind of a disaster. Zamalek SC fans, Al Ahly’s fierce rivals, saw red “literally” and figuratively speaking when the ad featured a man in a reversed white outfit (for the mentally ill) frantically fleeing a white ambulance with two red stripes.
Zamalek fans perceived this part of the ad as a not-sosubtle nod to their beloved team. Another scene, where a non-Ahly supporter is kicked out of a cafe, only added fuel to the fire. With hashtags like #مقاطعة_اتصالات_مصر (Boycott e& Egypt) lighting up X. Let’s unpack how a telecom giant’s marketing misstep turned into a cultural showdown.
Hashtags, Outrage, and a Call For a Digital Boycott
Within hours of the ad’s release, an outrage spilled onto X (formerly Twitter). That is because Zamalek supporters felt like they were being mocked and marginalized. Posts ranged from calls to cancel subscriptions to passionate pleas for unity against what many described as “incitement” and “disrespect.” The campaign gained momentum fast, with thousands sharing screenshots of their canceled contracts and vowing never to return.
And others are calling for people to simply contact the customer support and tell them that they’re cancelling dealing with the company because they are “zamalkaweya” and what they did was offensive. The outrage even spilled into calls for legal action, with fans demanding Zamalek’s administration sue for damages. It’s clear the White Knights feel not just insulted but betrayed by a brand they expected neutrality from. On X, one user summed it up: “e& Egypt forgot Zamalek fans are half of Egypt.”
Zamalek Strikes Back: Legal Action and Public Statements
The controversy didn’t stop at social media. Zamalek’s board of directors wasted no time. They took matters into their own hands by filing an official complaint with Egypt’s Public Prosecutor. They accused e& Egypt of not only mocking their fans but also promoting division and negative stereotypes. For a club that prides itself on its rich history and loyal following, the ad was an affront that was too serious to ignore.
Are They Right or Simply Exaggerating?
One can never say. To be honest and from a neutral perspective that isn’t into picking sides, the ad may or may not have intended the Zamalek mention. I would just love to implore Zamalek fans to understand that there are a LOT of ambulances in Egypt with two red stripes. Which means that this whole thing may not have been intentional. However, I do understand where they are coming from because, for some people, and like the great Danny Rojas from Ted Lasso said, “Football is life.” And loyalty to your club is something that no one should mess with.
Advice for The Marketing Team
From a marketing perspective, creating an ad that captures attention is something that may be a bit challenging. Especially if that ad is about a beloved football team that the country loves. However, marketing-wise, staying away from any controversies is something that is of the essence. That is, in order not to cause what e& Egypt did. Here is some advice that could be used later on when thinking of an ad idea that engages people without causing any provocative actions and what to do if that mistake occurs again:
- Understand Cultural Sensitivities: Test campaigns with diverse fan groups to avoid alienating rival supporters in Egypt’s polarized football scene.
- Prepare for Social Media Backlash: Monitor platforms like X and others in real time and have a crisis response plan to address outrage swiftly.
- Balance Sponsorship Messaging: Highlight football’s shared passion rather than focusing solely on, for example, how a club like Al Ahly is better than any other.
- Own Mistakes Transparently: Issue a prompt, empathetic apology to de-escalate tensions and rebuild trust.
- Engage All Fans: Involve both Al Ahly and Zamalek communities in campaigns to foster inclusivity and loyalty.
- Be Neutral: If you’re sponsoring one team only, make sure to be neutral about your ad and don’t diss or even mention another team in a provocative way.
Final Takeaway
The e& Egypt controversy teaches that in emotionally charged markets, marketing must bridge divides, not widen them. e& Egypt must implement cultural sensitivity, proactive crisis management, and inclusive storytelling into their strategy in order to turn this setback into an opportunity to strengthen brand loyalty across Egypt’s football divide. Act fast, listen sincerely, and market with unity in mind, because in Egypt, football is everyone’s game.
