Orange Kenya wanted to develop an experiential property that would connect the brand to the country’s youth in a fresh, innovative way while increasing data sales.

​

So we plugged directly into the culture of the street dance and invited the youth to show off their skills to the country via a national competition, broadcast on tv, and titled Orange Beat Ya Street. A series of flash mobs supported by social media launched the competition. Then we invited dance crews to upload a short video of themselves on a digital platform and asked fans to vote for their favourite crews either online or via text. Crews with the most votes competed regionally for a place in the final. We posted behind the scenes content throughout the event to keep the competition top of mind.

​

Over 2.5 million votes, a dramatic increase in data sales, and handset partner Alcatel sold out of their T-Bob handset. OBYS is now a dominant force in youth culture across