When the Mobinil ad Dayman Ma’a Ba’ad (Always Together) aired in 2012, it achieved unprecedented success. Themes of community, sharing and unity quickly became a sensation in Egyptian TV marketing, transforming the industry and inspiring other companies to follow suit. To this day, Orange, the rebranded identity of Mobinil since 2016, remains committed to its community-focused marketing campaigns, annually releasing songs, often during the month of Ramadan, that echo this enduring theme. In an era where many communications companies emphasize fast internet speeds, connectivity for professional relationships, or an array of offers and services, Mobinil, or Orange, chose a different path. Many have consistently pondered the meaning behind these emotionally charged advertisements. Every year, in the lead-up to Ramadan, there’s a tradition among Egyptians abroad to joke about Orange dropping its ‘seasonal depression song,’ declaring they are not mentally prepared for the emotional experience and continuing to wonder why Orange persists with this tradition. From a marketing standpoint, how could commercials emphasizing the importance of family and friends possibly impact the profitability of a communications company? On a broader level, brands employ emotional marketing with the goal of establishing a…
Behind the Success: Decoding Mobinil’s Community-Focused Marketing
September 23, 2023
