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In the challenging landscape of sports marketing, the fusion of iconic sporting legends with brand campaigns represents a golden opportunity to captivate audiences and elevate brand visibility. There is no denying how many Sports Ads are easy to love and repetitively watch. When done well, sports marketing initiatives have the power to win over sports fan’s hearts and minds.
ONIRO’s Game-Changing Campaign with El Zamalek SC’s Icons exemplifies this strategy, showcasing how Edita has masterfully leveraged the revered heritage of El Zamalek SC and its legends to introduce ONIRO. Through a blend of humor and strategic timing, this campaign not only taps into the fervent spirit of sports fans but also sets a new benchmark in food and beverage advertising.
Shikabala & Abdallah El Said: A Taste of Laughter into ONIRO Advert
Abdallah El Said’s role in the Advert is nothing less than hilarious! With his ongoing jokes and sarcasm towards the word ‘صفقة’ translating to Deal. With everything he’s been through, El Said signed with Al Ahly despite earlier reports assuring that he was going to sign with Zamalek due to Ismaily’s bitter rivalry with Al Ahly. So he must have been through a lot to get where he is today, which stands for there is no Deal ‘صفقة’ more valuable than him going to the ZAMALEK SC football team, said with all jokes but much realness.
El Said’s closing line ‘طب اقطم‘ also has us thinking of the phrase. Does the phrase hold two meanings? It probably does. Indirect messages in advertisements have been present in Movies, Series, and even Adverts for centuries! Incorporating it in a fun playful manner with hidden meanings to competitors will always be entertaining to me and I know it is for some of you. A little healthy competition never hurts, so the phrase in the closing scene, sent out a message that we are the best and there’s no place for negotiation.
With its clever integration of sports and brand messaging, Edita has not just launched a product; it has created a buzz word that resonates deeply with Egyptian culture and sports enthusiasts alike, promising to leave a lasting impact on consumers’ Ad-Recall.
More Than Football: Gathering Leading Members In 4 Sports
Edita has orchestrated a marketing masterstroke by uniting four of the most iconic champions from ZAMALEK SC’s roster in a single video campaign. This move showcases the brand’s deep connections within the sports world and its commitment to celebrating champions beyond football.
Bringing together the likes of Shikabala and Abdallah El Said from football, Ahmed Elahmar from handball, Reda Haikal from volleyball, and Omar Hesham from basketball, Edita has crafted an advertisement that represents the achievement in their respective fields, offering fans a unique blend of talent, passion, and inspiration all in one captivating package.
By aligning its brand with figures who embody success and determination, Edita’s decision to feature these champions in its campaign is a bold declaration of the brand’s vision and creativity. It’s a celebration of sportsmanship, team spirit, and the relentless pursuit of greatness, positioning ONIRO as a key player that resonates deeply with the ZAMALEK SC community and beyond.
Strategic Launch: Timing is Everything
The launch of the ONIRO campaign was impeccably timed to capture the heightened anticipation around major events like Ramadan and the Egypt Cup finale. This strategic decision ensured that ONIRO was not just a snack but an essential part of the celebration and excitement surrounding these cultural and sporting milestones, thereby maximizing its visibility and appeal.
In crafting a campaign that so brilliantly merges the worlds of sports, humor, nostalgia, Edita has not only promoted a product but has also created an engaging narrative that celebrates the spirit of Egyptian sports and culture. ONIRO, through the legends of EL ZAMALEK SC, has become more than a brand—it’s become a part of the community’s collective experience, setting a new benchmark for how brands can connect with their audience in meaningful and memorable ways.
ONIRO & EL ZAMALEK SC: A Winning Recipe in Sports-Themed Advertising
For many, Edita’s brands like Molto, Bake Rolz, Twinkies, and HOHOs, are woven into the fabric of childhood memories. This campaign smartly bridges the gap between nostalgia and the excitement of discovering new flavors, connecting generations of Egyptians with a shared love for Edita’s products and the exhilarating world of EL ZAMALEK SC.
This dynamic campaign has already captured the imagination of fans across digital platforms, boasting over 300,000 views on YouTube, 1.6 million views on Facebook, and an impressive engagement on Twitter—all within a mere 48 hours. It’s a testament to the power of aligning with the pulsating heart of sports culture to drive brand visibility and affinity to new heights.
