NITRO ( MOBILE INTERNET ) CAMPAIGN

The Egyptian telecom market is one of the largest and most competitive industries in Africa and the Arab world.
With close to 100 million mobile connections in Egypt in 2022, the country’s 4 main telecom operators have been in a fierce battle to gain the upper hand in the mobile internet category.
In order to tip the balance in its favor, WE (Telecom Egypt) completely revamped its mobile internet offering, unifying all its mobile internet services under one family of products with the name “ Nitro ”
Our work was cut out for us, introducing a new set of bundles with very different usages in a manner that is relevant to Egyptian youth.
One thing was certain, “ Nitro ” the new product name needed to take center stage in our design approach, it was crucial to work on something disruptive that really marked our territory in the mobile internet world.
And what better way to achieve that than bringing our product to the streets of a futuristic looking city, showcasing different landscapes where each Nitro sub product is represented by different neon street sign with a shape similar to their respective product logos.
This choice of neon lights fit the modern look and feel we were going for and also emphasized on the high internet speeds our consumers would enjoy using our “ Nitro ” bundles.
Finally, to drive even more relevance with our young target we brought to life the different usages and benefits of each bundle through dynamic icons that gave each Master Visual its own character.