Orange Maroc has won the Best Digital Campaign award at the GAM Awards for its “Orange d’Or” campaign built around the Africa Cup of Nations (AFCON) 2025 in Morocco.
The campaign aimed to keep Moroccan football fans involved in the tournament through a digital experience that went beyond watching matches on television.
The centre of the campaign was the “Orange d’Or” platform inside the Max it. Fans could predict match scores, follow player performances and take part in online games linked to each match.
The app also offered live content during the tournament. Through Max it TV, users could watch 35 matches on their phones as well as pre-match and post-match shows and football analysis.
Supporters could also use a digital fan zone in the app to create personalised avatars, share their support on social media and watch exclusive interviews and match summaries.
Another feature was MaxGoal, a chatbot that gave fans quick information such as live scores, player statistics, group tables and the full tournament schedule.
Orange Maroc also used what marketers call a “second screen” approach. Many fans watch football on television while using their phones. During matches, the company posted live polls, quizzes and interactive content so supporters could take part while the games were being played.
The campaign was not limited to online platforms. Orange set up fan zones in more than 25 locations across Morocco, including youth centres in rural areas. Fans watching matches there could take part in digital games and challenges through the app.
People who joined the campaign could win prizes such as smartphones, tablets and gaming consoles. Others received mobile data rewards and recharge credits. Some of the most active participants were invited to football events in Casablanca or training sessions with football coaches.
The Groupement des Annonceurs du Maroc (GAM) award recognises campaigns that show strong digital engagement and creative use of technology.
