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Orange Egypt has announced a new out-of-home marketing campaign aimed at promoting its cashback offer with regards to recharging via the My Orange app. In order to promote their services, the company decided to use two famous musicians from the region, namely the Moroccan-Belgian singer Dystinct, and the popular Egyptian singer Ahmed Saad. The advertisement features the slogan: “Your recharge  comes back to you as money”, following their last outdoors ad. 

It is worth noting that this advertising campaign has been launched at a rather important time for the promotion not only of the services but also the two celebrities mentioned above. Indeed, Ahmed Saad remains one of the most popular and visible musicians in Egypt whose popularity is high among different age groups as well as in various parts of Egypt. Dystinct, for his part, in the past couple of years has managed to turn from a rising international musician into a widely recognized musician in the Arab world whose fame is primarily among young people and first-generation digital customers.

In terms of visual execution, the billboards have the duo posing in front of a rich tapestry and carpet-like background design to create a feeling of warmth and familiarity. Orange focuses on personality with the aid of culturally relatable ambassadors. The brand's iconic orange color takes up almost half of each billboard ad to ensure easy brand identification for viewers.

Orange timed its campaign very well. Telecom operators usually ramp up the promotion of phone recharge services when there is an increased demand for phone use and spending, which occurs at the holidays, summertime, and entertainment period. As more people continue to use their mobile phones from apps as opposed to physical service centers, the promotion of My Orange app is timely and effective as it encourages digital service adoption and repeat purchases with cashback offers.

Orange Egypt is able to take a simple promo and turn it into a compelling campaign by using star power, clear messaging and strong visual branding to make sure their message cuts through the clutter in a crowded telecom market. The end result is a rollout that feels like a culturally tuned endorsement from two artists who now command a lot of attention across the region.

To capture more insights about Orange campaign and others, visit Monitoring Out of Home (MOOH), the region's dedicated media intelligence platform in Cairo and Dubai, where you can view exclusive information like campaign type, format, and location breakdowns.