Vodafone with Mohamed Salah, Hamdi Fathy, Mostafa Mohamed, and Ibrahim Adel Offers the Best Deals on TV Sets
One truth that Vodafone’s recent OOH campaign in Egypt gets right: football is the main event in Egypt. Stretching across main roads and busy highways, telecom giant Vodafone capitalizes on the passion for football in the Egyptian market by featuring Mohamed Salah, Hamdi Fathy, Mostafa Mohamed, and Ibrahim Adel in the ad; positioned in a way that makes the shopping promotion appear more like a football rally promotion.
Following their last OOH campaign, the visuals are also clearly designed to have an impact. Drenched in Vodafone’s trademark red, the billboards have layered crowd images behind player images, positioning them not only as ambassadors but as an extension of the crowd themselves. The setup also boasts cinematic overtones, with striking lighting, angled heads, and tightly framed portraits that squeeze all the message markup for optimal viewing in quick bursts while driving by.
The campaign is straightforward and culturally resonant from a copy perspective. The Arabic copy leaps at the idea of a shareable experience in purchasing a TV to watch football together. Instead of cluttering the visual communication with too much information on features, Vodafone has chosen to capitalize on the value being delivered through purchasing a TV; providing up to 50% off, payment options for up to 18 months, and zero-interest bonuses. The use of numbers is clear and placed at a spot where the viewer’s eyes are drawn naturally.
What makes this campaign successful is that it so beautifully blurs the line between commerce and culture. In a culture where football isn’t simply entertainment but also a lifeline, Vodafone gets that selling televisions isn’t about the screen; it’s about the moments of joy and sharing. The athletes run the gamut of both international reach and local significance.
On a purely OOH note, the execution is reassuring in its efficiency. These billboards are all about scale, familiarity, and emotional resonance. Vodafone is not trying to innovate the use of billboards in any radical or different manner. It’s leveraging it in the exact same way it’s intended for maximum impact. In short, this is OOH that knows its audience and plays to the crowd without losing the plot.
Reveal more about this OOH campaign, formats, locations, and more by visiting MOOH, an OOH-dedicated analysis system, and Media Intelligence in Egypt and the UAE.
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