When it comes to the World cup, Egypt has a sensitive spot, over the years Egypt has always been excluded from the world cup after losing the last match when they’re just one step away from playing in the world cup. In 2017’s qualifications, Egypt’s chance to participate in the world cup was huge, but Egyptians were just scared and some of them were hopeless that it would happen given the past years’ experience. The world Cup qualifications was all that the Egyptians were talking about during the matches, brands had their billboards all were rooting for the National team, so as always, TODO was there too with their sarcastic tone of voice and mockery nature.

TODO wanted to support the team and interact with the target audience on a topic that’s of interest to them all to ensure that the brand stays related and likeable

TODO’s campaign ran for a month on social media. Before the last match, TODO promised the fans that if Egypt wins, TODO products will be distributed on all of Egyptians. The buzz started when one of Egypt’s most popular actors Mohamed Henedy, more than 6 Million followers on social media, commented that he will take TODO’s promise for real and will need him to deliver if Egypt’s wins. After Egypt won, Henedy shared the post demanding that TODO fulfills his promise. His post has generated buzz across all communication channels, including one of Egypt’s largest News papers! TODO decided to take advantage, and went to different areas during the Final qualifications where the match was aired and had a sampling activation to fulfill the the promise, not only that, but the sampling occurred near the stadium where the match was played!