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Use of Media

Airtel Speed & Sharing





mediaReach OMD




In the digital world of today, the need for data has become a necessity as our daily lives and activities revolve around it.<br /> <br /> Data remains the fastest growing segment in the Nigerian telecommunications space and the brand experienced a drop in the use of data amongst customers in recent times.<br /> <br /> Big brother Naija has proven to be the number 1 reality show in Nigeria with a potential to deliver a high reach amongst our Target audience. Nigerians are known to follow, participate and interact with big brother Naija as they identify and support their favourites.<br /> <br /> Nigerians are known to follow, participate and interact with big brother Naija as they identify and support their favourites.&nbsp;

Creative Idea

We came with a game to be played among the housemates of the Big Bother Nigeria reality show themed &quot;Airtel Speed &amp; Sharing&quot;<br /> <br /> As the name implies, the idea of the games were to demonstrate the importance of fast internet connection in our daily activities and the ability to share this data with family, friends, teammates and Loved ones in general.


To use the tasks as a creative medium to showcase the importance of data in fostering togetherness within teammates, friends and generally focusing on the important things in life.


The Execution of the tasks was carried out in the following steps:<br /> <br /> 1.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Housemates were split into 2 groups, Team 141 &amp; Team More Data and participated in various tasks.<br /> 2.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Both groups had to compete against each other in a series of games. The games ranged from Balloon speed attack, Share Data Bundle, Airtel Spoken Word.<br /> 3.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The games were around speed and sharing which is what the brand stands for.<br /> 4.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; They also had to work individually in the Tissue Drag game to test their composure, calmness and finesse in order to win the task.<br /> This helps demonstrate the importance of Data in communicating with friends, Teammates, family and in our general lives.<br /> <br /> We executed via TV &amp; Digital building up to the tasks and during the live airing of the tasks.<br /> <br /> We centered our TV campaigns around the show with TV Ads (Breakfast, Blogger &amp; Esther) reiterating the need and importance of Data in our daily lives.<br /> <br /> We also Leveraged Twitter influencers to drive conversations, talkability and engagement&nbsp;during the task.


&bull; Airtel task drove organic trends for the brand&nbsp; on Twitter for 2 days straight with the brands hashtag #AirtelxBBNaija<br /> &bull; We achieved&nbsp;over 150k+ post engagements across Facebook and Instagram and&nbsp; over 55k+ tweet engagements on Twitter over a 2day period.<br /> &bull; The Twitter amplify pre-roll campaign garnered over 1.2million views with an average VTR of 57.01%.


AirtelNg Multichoice Nigeria

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