Orange Scale Engagement - AFCON 2025

Context & Challenges: Activating fans for the AFCON 2025

For the Africa Cup of Nations hosted in Morocco, Orange wanted to activate football fans across Africa in an unprecedented and engaging way. The goal was to go beyond classic brand advertising content by offering a personal, fun, and highly shareable experience directly inside the Maxit super-app.

The Solution: 3-Steps Avatar Generator

PiNGs designed and deployed a user flow optimized in three simple steps, leveraging generative artificial intelligence architectures to create premium 3D avatars (Pixar style):

A Multi-country & Multi-lingual Experience (RTL & LTR)

The user interface automatically adapts to the user's language (French, English, and Arabic with full Right-to-Left RTL support) while strictly following the branding guidelines and design system of Orange Middle East Africa (MEA).

Customization Interface

EN

FR

AR (RTL)

Final 3D Avatar Result

High-definition 3D rendering of a stylized supporter, optimized for instant social media sharing.

Respecting identity and cultural diversity

To guarantee an inclusive experience across the entire MEA region, specific training of the AI model was carried out to ensure the detection and faithful preservation of sensitive identity features, such as the wearing of a hijab and traditional headwear, preventing any alteration or cultural bias during avatar stylization.

International deployment & Infrastructure robustness

Super-App Integration: Successfully deployed across the 18 countries in which Orange is operating via a native WebView integration inside Orange's Maxit super-app.

Auto-Scaling Architecture: Engineered a secure, highly elastic cloud infrastructure to absorb massive, sudden traffic spikes for AI image generation requests.

Key Performance & Robustness Metrics:

• Live traffic peaks 25,000 visits / hour
• AI avatar generations 2,274 creations / hour
• Pre-launch stress testing > 700 requests / min for 5 min

Zero Downtime: The robust cloud architecture ensured a seamless user experience and flawless performance with zero service disruptions.

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Value Creation: ROI and First-Party Data

This project demonstrates the ROI of a personalized experience at scale, combining marketing performance, emotional brand connection, and intelligent commercial opportunities:

Value Loop Ecosystem

Marketing & Growth

Drives app downloads through a high-interest campaign, generating organic virality as fans share personal avatars instead of standard ads, and re-engaging dormant users with custom tournament themes.

Brand Impact & Branding

Positions Orange as a digital innovation leader, capturing active user attention during the creation flow and building deep brand loyalty through personalized "I made this" interactive moments.

First-Party Data Signals

Captures direct user preferences (selected jerseys, countries) to feed CRM campaigns, while measuring completion rates, sharing behavior, and regional usage patterns.

Brand Visibility & Monetization

Unlocks sponsorship opportunities with branded frames and templates, premium feature upgrades (HD exports, special filters), and commerce integrations via targeted retail coupon codes.