Case Study
Opera Mini — Football Campaign (Live Scores + Aria AI)
A football-led launch campaign for Opera Mini's new sports and AI features.
Featured work
01
The Brief
Opera Mini launched an updated version of its browser with a strong sports focus — Live Scores, match stats, player stats, and news — alongside the debut of Aria AI, 100MB of free daily data on MTN, and a low-consumption mode that cuts data usage by up to 90%. They needed the campaign to land those features with the users who'd care about them most, in the markets where they'd matter most.
02
Our Approach
Opera Mini's user base skews toward mobile-first football fans across Sub-Saharan Africa. Football is the fastest route to their attention, and football stars are the fastest route to trust. We built the campaign around active players from top-tier clubs in South Africa and Tanzania — the two markets where the browser's new features would land hardest.
03
Execution
We sourced and signed five players across the two markets. In South Africa, three players from Orlando Pirates and Kaizer Chiefs — the two biggest clubs in the country and the two largest fan bases. In Tanzania, two players from Yanga SC, one of the country's top clubs.
Our production team was on the ground in both countries. We scripted every video, directed the shoots, and handled the full post-production stack (voiceover, edit, colour, sound). The campaign ran across three months with each player publishing up to eight pieces of social content across the window. We managed the calendar, negotiated every partnership, and reported through to close.
04
The Result
The campaign drove enough conversion and brand impact that Opera Mini re-engaged us for a follow-up campaign in 2026.