Dual-city activation in Rabat and Casablanca showcases AI-powered experiences, creative workshops, and community engagement throughout tournament
Designed to bring AI-powered innovation closer to consumers, these
spaces allowed visitors to experience how TECNO AI enhances everyday smartphone
usage, from photography and gaming to productivity and entertainment. In total,
the brand activated four experiential venues, two pop-up stores and two fan
zones, with one of each established in both cities, creating a parallel rollout
across Morocco’s major urban centers.
The opening ceremony marked the starting point of TECNO’s AFCON “Power
Your Moment” campaign, welcoming invited clients, guests, and partners as the
tournament officially began. From the same day, the brand opened its physical
spaces to the public, shifting from a symbolic brand moment to hands-on consumer
engagement.
This approach enabled TECNO to stay connected with fans throughout
different stages of the competition, offering repeated opportunities to
discover TECNO AI features in real-life scenarios rather than limiting
interaction to a single event. Special performances featuring live juggling
ball demonstrations alongside African song and dance were presented on December
21 and are scheduled to return on January 18, creating a vibrant environment
that blended technology, culture, and entertainment.
TECNO AI Pop-Up Stores: An Immersive Fan-First Experience
The TECNO AI pop-up stores, deployed in Casablanca and Rabat and located
near Mohammed V Stadium and Prince Moulay Abdellah Stadium respectively, were
designed as immersive, consumer-centric environments rather than conventional
retail spaces. Open for a limited period during the AFCON 2025 tournament, each
location combined product discovery with interactive AI demonstrations,
allowing visitors to test TECNO AI features directly across multiple
touchpoints.
Upon arrival, guests were welcomed in a reception area offering
complimentary gifts and guided experiences, while simple interactive challenges
encouraged participation and social sharing. By connecting physical interaction
with digital engagement, the pop-up stores translated advanced AI technology into
clear, tangible benefits that consumers could immediately understand and enjoy.
At the heart of the TECNO AI pop-up store, the AI Experience Area
brought TECNO AI to life through practical, real-world applications showcased
on large-format screens and interactive stations. Visitors could test TECNO AI
features hands-on, discovering how AI enhances everyday moments such as
photography, content creation, and daily productivity. By placing consumers
directly in control of the experience, the activation positioned TECNO AI not
as a distant technology, but as an intuitive, accessible tool designed to make
daily smartphone use smarter, easier, and more creative.
A fashion-inspired clothing swap installation offered jerseys
representing the 24 national teams competing in AFCON 2025, allowing fans to
express tournament allegiances while engaging in a creative, participatory
activity. Nearby, the Champions Road installation invited visitors to interact
with a team matchup chart using magnetic team markers, encouraging predictions
and photo sharing that extended the experience beyond the physical space.
The Product Experience Area provided hands-on access to TECNO’s latest
smartphone lineup and connected devices, supported by on-site brand
representatives. A customization station allowed visitors to personalize their
phones with tournament-themed back stickers, creating tangible mementos linked
to the AFCON experience. Photo areas throughout the pop-up stores offered
opportunities to capture moments against branded backdrops, while a CSR Culture
Wall highlighted TECNO’s community initiatives and long-term engagement in
youth development and grassroots football across Africa.
TECNO Fan Zones: Bringing Fans Together Beyond the Stadium
Alongside the TECNO AI pop-up stores, TECNO’s fan zones were established
in Casablanca and Rabat, located at Anfa Park
and OLM Souissi respectively, as open-access community spaces operating
throughout match days. Freely accessible to the public, without purchase or
registration requirements, the fan zones welcomed football supporters and
passersby alike, emphasizing shared experience over transaction. These spaces
featured relaxed product discovery areas, free photo-taking and printing
services, and interactive challenges designed to encourage participation.
Skill-based football challenges, including juggling and heading
activities, animated both the pop-up stores and fan zones, creating moments of
spontaneous interaction and crowd engagement. Giveaway mechanics were tied to
simple social media actions, while classification-style photo activities
encouraged visitors to capture and share moments online without competitive
pressure, prioritizing participation and community visibility.
By activating simultaneously in Rabat and Casablanca and maintaining a presence across match days with special programming on key dates, TECNO established a sustained physical footprint throughout the AFCON period. Rather than limiting its engagement to the opening ceremony, the brand positioned its pop-up stores and fan zones as ongoing touchpoints within the rhythm of the tournament, embedding technology, football and urban culture into everyday public life during AFCON 2025 in Morocco.
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