INSITE OOH Media Platform

What Orange Egypt is doing with this outdoor campaign has really nothing to do with telecom messaging. The language it chooses to use is 'football memory'—that is, familiar faces, familiar references, familiar moments that people already understand.

This campaign features a line-up of Egyptian football icons Wael Gomaa, Mohamed Barakat, Ahmed Hossam Mido, Mohamed Zidan, Sayed Moawad,  Essam El Hadary and Omar Moawad standing together around a golden trophy. By including Omar Moawad, the advertisement taps into the newer generation of football as well, and a sense of family as he poses with his legendary father. 

Following up on their previous OOH campaign, the visual language is immediately identifiable, with stadium lights, colors, and faces associated with Egypt’s most glorious era of football.

The Arabic headline “We want the eighth star” is almost a chant in a time of the Africa Cup of Nations. The kind of thing you've listened to in cafes, taxis, and homes during late-night soccer matches. On a billboard, a headline becomes less of a slogan and more of a public desire being reflected back as the whole country roots for Egypt to win the title. 

The reason this is grounded as a campaign is because it relates directly to nostalgia and has a direct hook to take an action. The mechanics are easy to follow: recharge, collect the golden era players, and earn gold rewards. The reward is something that could actually be achieved by following this campaign.

The footballers are not idealized to the point where they are reduced to icons; instead, they appear as themselves, a little aged, yet still very much the men Egyptians knew when they saw them hold trophies. The stadium behind them appears almost secondary to the faces in front of them.

The campaign sprawls across highways, overpasses, and commutes that already contain football talk. These aren’t wait-and-point-at-the-sign spots. They’re roads that you cruise along each day, and the information becomes repetitive in the most nurturing of ways: like a reminder as opposed to news. With time, the phrase becomes less of an advertisement and more background talk.

The key to success this campaign achieves is because it does not aim to revamp football nostalgia through the lens of irony. Orange does not put the players into a new breed of footballers, as they celebrate the very essence this group of players epitomizes. Orange recognizes it is a bridge, a storyteller.

Looking for more information about this campaign? Visit MOOH, Egypt’s and the Emirates’ OOH-dedicated Media Intelligence Company to reveal the campaign’s OOH types, sizes, budget, locations, districts, and more.