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2023

Channel

Use of Influencers and Brand Ambassadors

We’ve Met Before - Global Accelerex

Bronze

Entrant:

Country:

Brand:

UP IN THE SKY LTD

Nigeria

Global Accelerex

Background

For a fintech powerhouse powering payments for several businesses across Nigeria and rated by the Financial Times as “one of the fastest growing fintech firms in Africa’’, Global Accelerex had struggled with a low brand awareness score for the past decade. Our task was to help raise the brand awareness of the business significantly in a short period and with a limited budget relative to its competitors.

Creative Idea

The <em>&ldquo;We&rsquo;ve Met Before&rdquo;</em> campaign began from the insight that many people in the brands&rsquo; target audience had used Accelerex services (POS Machines) without knowing they were doing so. They had even collected receipts with the brand&rsquo;s logos but had never noticed. The ubiquity of Accelerex&rsquo;s POS machines and their payment support to many online retailers and leading banks drove this truth home &ndash; <strong>&ldquo;We&rsquo;ve met before, but you just didn&rsquo;t know it.&rdquo;</strong>

Strategy

Our strategy was to use the very real human truth of &#39;De Ja Vu&#39; as the mirror to reference using a brand but not knowing it was familiar to you already

Execution

&nbsp; The execution was framed to re-introduce the brand to the public, by triggering a &lsquo;de ja vu&rsquo; effect to drive brand salience. <strong>Bimbo Ademoye</strong>, a well-known and loved Nollywood actress and Influencer with a &lsquo;girl next door&rsquo; vibe was cast as the face of the campaign. Campaign materials for online digital deployment (Video, Social media designs, digital banner ads) and Outdoor deployment were also developed.

Results

&nbsp; The bullish campaign performed admirably, significantly boosting the brand&rsquo;s awareness score by <strong>33%</strong> in a post-campaign tracking study. Both the company&rsquo;s Facebook and Instagram accounts saw an impressive <strong>27%</strong>&nbsp;and&nbsp;<strong>4%</strong>&nbsp;increase respectively while LinkedIn experienced a&nbsp;<strong>41%</strong>&nbsp;lift in follower base after the campaign was concluded.

Credits

Chief Creative Officer: Oje Ojeaga Chief Operations Officer: Idiareno Atimomo Head, Brand Management&nbsp;- Frances Okoruwa Writers: Oje Ojeaga, Chiamaka Obunadike, Chidinma Enemanna Art Director: Olawale Ogunsulire&nbsp;

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