Dual-city activations in Rabat and Casablanca feature AI-powered experiences, creative workshops and community engagement throughout the tournament.
Following the inauguration of the Africa Cup of Nations 2025, TECNO increased its tournament presence in public spaces across Morocco through a series of TECNO AI pop-up stores and fan zones in Rabat and Casablanca. Designed to bring AI-powered innovation closer to consumers, these spaces allowed visitors to experience how TECNO AI enhances everyday smartphone uses from photography and gaming to productivity and entertainment. In total, the brand activated four experiential spaces, two pop-up stores and two fan zones, each set up in both cities, leading to a parallel rollout across Morocco's major urban centres.
The opening ceremony marked the starting point of TECNO's AFCON “Power Your Moment” campaign, welcoming invited customers, guests and partners as the tournament officially began. From that day on, the brand opened its physical locations to the public, shifting from a symbolic brand moment to practical consumer engagement.
This approach enabled TECNO to engage with fans at different stages of the competition, providing repeated opportunities to explore TECNO AI features in real-life scenarios rather than limiting interactions to a single event. Special performances featuring African song and dance as well as live juggling ball performances were presented on December 21 and are scheduled to return on January 18, creating a vibrant environment that blends technology, culture and entertainment.
Techno AI Pop-up Stores: An Immersive Fan-First Experience
Deployed in Casablanca and Rabat and located near the Mohammed V Stadium and Prince Moulay Abdellah Stadium respectively, the Techno AI pop-up stores were designed as immersive, consumer-centric environments rather than traditional retail locations. 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 into the reception area with complimentary gifts and a guided experience, while simple interactive challenges encouraged participation and social sharing. By combining physical contact with digital engagement, pop-up stores turn advanced AI technology into clear, tangible benefits that consumers can immediately understand and enjoy.
At the heart of the Techno AI pop-up store, the AI Experience Area brought Techno AI to life through practical, real-world applications displayed on large-format screens and interactive stations. Visitors can hands-on test Techno AI features to see how AI enhances everyday moments like photography, content creation and daily productivity. By putting consumers directly in control of the experience, Activision positions TECNO AI not as a distant technology, but as an intuitive, accessible tool designed to make everyday smartphone use smarter, easier, and more creative.
A fashion-inspired clothing swap installation offered jerseys representing the 24 national teams competing at AFCON 2025, allowing fans to express allegiance to the tournament while engaging in a creative, participatory activity. Nearby, the Champions Road installation invited visitors to interact with team matchup charts using magnetic team markers, encouraging predictions and photo sharing that extended the experience beyond the physical location.
The Product Experience Zone 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 souvenirs associated with the AFCON experience. Photo areas throughout the pop-up store provided opportunities to capture moments against branded backdrops, while the CSR Culture Wall highlighted TECNO's community initiatives and long-term engagement in youth development and grassroots football across Africa.
Techno Fan Zone: Bringing fans together beyond the stadium
As well as Techno AI pop-up stores, Techno's Fan Zones were established in Casablanca and Rabat, located in Anfa Park and OLM Souci respectively, as open access community spaces that operated throughout match days. Freely accessible to the public, without purchase or registration requirements, fan zones welcomed football supporters and passers-by alike, emphasizing shared experience over transaction. These spaces include comfortable 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 store and the fan area, creating moments of spontaneous interaction and crowd engagement. The giveaway mechanism was tied to simple social media actions, while assortment-style photo activities encouraged visitors to capture and share moments online, prioritizing participation and community visibility without competitive pressure.
By simultaneously being active in Rabat and Casablanca and maintaining a presence on match days with special programming on key dates, TECNO established a sustained physical footprint during the AFCON period. Rather than limit its engagement to the opening ceremony, the brand positioned its pop-up store and fan zone as ongoing touchpoints within the rhythm of the tournament, incorporating technology, football and urban culture into everyday public life during AFCON 2025 in Morocco.
