Context
While the brand had strong service offerings, its communication showed limited cultural and linguistic alignment with Anglophone audiences, particularly in the Grassfields and on the flip side of the coin, Orange Cameroon recorded low SIM penetration in the Northwest regions.
Creative Platform
Embedding the brand within Graffi culture
The platform focused on proximity through familiarity using language, cultural codes, and lived situations that feel native to the audience, without over-explaining or translating culture.
Graffi communities are widely recognized for their work ethic and expressive, colorful identity.
These attributes informed the tone, energy, and visual language of the campaign.
Execution Approach
Language: Pidgin and local dialects used as primary narrative tools
Content: Cultural anchors such as food, traditions, social moments, and daily life.
Channels: Radio for reach, OOH for presence, collaborations and endorsements with actor, movie producer, hailing from the North west region KANG QUINTUS, supported by on-ground activations: clean up campaigns, staff activities.
Phasing:
- Phase 1: Voice amplification through contextual images capturing tapestry, food, tradition and music
- Phase 2: Brand activition through KANG QUINTUS'
Outcome
Stronger cultural resonance within target regions.
Increased engagement and organic circulation of content, from Brand Ambassador announcement, to English content creating proximity with the brand, and a significant rise in Orange conversions in the Northwest region.
Improved perception of Orange as a brand that understands and reflects the local audience.