Hope is the greatest drug for man-kind, for any nation and it reaches its peak when it’s related to national passions.

Egypt last reached the world Cup 24 years ago and only scored 1 goal by footballer Magdy Abdel Ghany. It was during the last 10 minutes of a historic game against Holland during the first round of Italia 90'.

Since then both Egypt & Magdy Abdel Ghany have had nothing better to talk about. Especially Magdy – to the extent that Magdy has created a celebratory birthday event for the goal.

Given that Vodafone has been a long standing sponsor of the Egyptian football we needed to support the team in reaching the world cup,

Tired of hearing about this one goal we developed a film about Magdy’s obsession with his goal and rallied the customers to support the team to reach the WC and score.

The campaign had an additional layer offering a challenge “I scored a goal in less than an hour, show me what you can do with an hour of free talk.”– let’s get a new goal.

The beauty about the campaign was that no PR plan was put, yet the PR was created by the people given the campaign relevance. Egyptian football fans took the campaign forward & created their own PR for it.

The way it was went about was to get the famous goal scorer, Magdy Abdelghany, make him brag about his goal to the extent that would make the football fans relate to how much they've had enough, and encourage the team to move forward and achieve Egyptians' dream of getting into the world cup.

The campaign was aired around 10 days away from the first leg of the qualifications.

Original plan went as is with no need for modifications due to the success it had

The result was a great success on two levels – the campaign created a buzz that reached more than 1 million views in a 1-week period, which is rarely reached in Egypt. More importantly, the campaign enhanced the prepaid Net promoter score by a substantial 7points and achieved the targeted business results.