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It takes all kinds of Captains

Category: Channel | Integrated Campaigns Award Level: SILVER Brand: Diageo | Entrant Company: 3Verse, Cape Town, South Africa Background
We needed to revitalise the Captain Morgan brand in South Africa and drive sales. Previous campaigns had boosted awareness of the brand but it was time to refresh the overall campaign. Creative Idea
We rebranded the Spiced Gold and Jamaica Rum bottles – in line with South African pop culture. To demonstrate that it takes all kinds of Captains to bring the fun. Strategy
In a word: Personalisation. We targetted 24-38 year-old, primarily Black urban-dwellers; as well as our traditionally older White/Mixed/Indian audiences, nationwide - by aligning the brand with fun, popular subsets of pop culture. Execution
In a word: Personalisation. We aligned the Spiced Gold and Jamaica Rum bottles with various different personas in pop culture: Captain Vosho (a dance move); Captain Hashtag; Captain Organiser; Captain Jol (a party-goer); Captain Cool; Captain Braai Boss; Captain Karaoke; Captain Bru (a true 'brother'); Captain Bokkie (a 'sweetheart'); Captain Gains (a gym-goer), Captain Spicy; and Captain No-Show (the one who never turns up). Results
Captain Morgan (Trademark) Volume Share: up by 38%. Value Share: up by 9%. Spontaneous Awareness: up by 15%. Nett Positive Social Sentiment Score: 86.5%. Captain Morgan has driven a 124% Year-on-Year Growth of Overall Rum Category (lead by Captain Morgan Spiced Gold): 124%.

It's time to Cocopine

Support Materials: https://www.instagram.com/p/B5XyeOtJS8T/ https://www.instagram.com/p/B47oCinpeZR/ https://www.instagram.com/p/B4nCLjipTPv/ https://www.instagram.com/p/B6pzvS9n_jH/ https://www.instagram.com/p/B6DRxUnDyDM/ Category: Channel | Use of Data Brand: FanMilk | Entrant Company: mediaReachOMD, Accra, Ghana Background
The business Objective was to build on key brand equity attributes by +2ppts; reach a min of 95% likeability score and reach 80%+ on ad recall.
The campaign objective is to reach a minimum of 85% of the target audience and attain considerable amount of Trial of the new flavor by 30% by end of 2019. Strategy
Big Idea - It's Time To Cocopine!
9 months ago, FanYogo embarked on a "So Cool, So Good" that helped position the brand as cool and good for refreshment. Combining our consumer insight, which is Health consciousness, with FanYogo's positioning of being cool and good with the health benefits Cocopine brings to the table, we came up with the Idea "It's Time to Cocopine" which is set out to inspire the Ghanaians to go for more. The strategy was to leverage key influential platforms to tell positive health related stories leading to inspire people to choose the Cocopine. Execution
Campaign was executed through Experiential, TV, Digital and OOH.
We created a first hand experience for consumers by launching the campaign with a Beach party, we knew it was December and was a festive period. The party was a big success with over a 1,000+ attendees. The set up had a feel of Coconut and Pineapple to create an aura of health. This was content that was set to be escalated onto digital to drive synergy. TV was the key driver for optimal reach, with much focus on strong affinity channels & programs, eg. health and sports with animated pop ups used or leveraged to disrupt attention. Strategic deployment with OOH for incremental reach with spectacular formats across the capital city with selected LEDs to enhance visibility at night. Digital was the hot spot for conversations; amplifying on the ground content for incremental reach with artists performance from party as well as the masses that attended highlighted on social media for feedback. Influencers played a key role on Data
In Ghana, consumers are increasingly becoming health conscious; a study by the Ghana Health Statistics show. They prefer to consume a well trusted, exotic brand which communicates good health. The insight was that health is an important factor in Ghanaians and will only purchase healthy products. this data helped us to choose the best tone of the campaign.
Considering that our target audience are Fun, Loving, trendy people who love to explore new things. The brand seeks to speak to the millennial tribe who want to be seen as pace setters and trend blazers and hence will follow anything that creates buzz and attention. Audience measurement data from GeoPoll ensured we mapped out the audience clusters precisely to direct the communication to each segment based on their behavior on TV and Radio. With Facebook audience measurement tool, we were able to create custom audiences for a more precise targeting. Results
1.Campaign achieved a combined reach of 80%
2. Client confirmed an unprecedented ad recall of 70%+
3. Phenomenal increase in Sales within the period of the campaign.

Agent E (Election Padi)

Category: Innovation | Messaging Award Level: BRONZE Brand: ONEWILDCARD | Entrant Company: ONEWILDCARD, Lagos, Nigeria Background
2019, election year in Nigeria, the seventh most populous country in the world. With the third-largest youth population in the world, after India and China (Median age in Nigeria is 17.9 years.) it was critical to get young Nigerian interested in the coming election; an activity that affects their lives, their future. Creative Idea
AGENT E: A voter education chatbot designed for young Nigerians to get involved in the country’s electoral process. Strategy
Nigerian youths spend a lot of time online; chatting, debating about issues or perhaps, “sliding into DMs.

Our idea was to meet them (online) where they love to be and engage them privately with a bit of emotion and humour.

We launched the platform online with an invite by Agent-E, sent out to selected personalities with good following across various social media platforms. Their engagements with Agent-E led to more young Nigerians visiting the platform, chatting with election padi and learning more about the 2019 elections while having fun. Execution
10 months before the 2019 elections, we built a chatbot that provides information and answers questions around the Nigerian electoral process, how to contest, available offices, electoral commissions’ rules and guidelines, voters' registration, election timetables and many more.

We created profiles for Agent E across various social media platforms where daily nuggets on elections and voting processes were shared. Results
Average time spent on site: 5.7mins
> 48,000 reach across platforms.
More young Nigerians went out to collect their Permanent Voter's Card (PVC)
Funny and smart contributions to electoral discussions.

Rep your Color

Support Material: https://web.facebook.com/woodinfashion/app/489107954569299/?ref=page_internal Category: Innovation | Social Media Award Level: SHORTLIST Brand: Woodin | Entrant Company: The Storytellers, Accra, Ghana Background
As part of its quest to promote inclusivity and diversity amongst the youth, Woodin, Africa’s premium wax print fashion brand, launched a brand campaign dedicated to the celebration of the rainbow colors reflected in its print designs and styles. Creative Idea
The Idea was a celebration of different personality types dubbed "rep your color". The target audiences from Ghana, Togo, Nigeria, Benin and Cote D'Ivoire were invited to take the Quiz online to determine their color groups.
Participants across the markets fell into clusters including;
Red Rebels, True Blues, Gold Gang etc
Post this phase, Woodin hosted exclusive parties/activations for each of the color groups in all 5 markets. Strategy
The Strategic question; How do we celebrate unity in uniqueness/individuality?

Situational Overview: The target audience, youth aged between 18 and 30 were increasingly divided by several boundaries including socioeconomic status, race, gender, orientation, religion etc
The challenge; demonstrate that in Woodin Nation everyone is welcome. Execution
The executions celebrated the personality character traits of the different color groups and invited the audience to take the quiz and rep their colors. Results
Brand for me scores increased by 71% across Ghana, Togo, Benin, Nigeria & Cote D'Ivoire.
Increase in sales 39.8% across the 5 countries.

SmartTALK- 3. Twale

Category: Innovation | Social Media Award Level: SHORTLIST Brand: Airtel Nigeria| Entrant Company: Noah's Ark Communications, Lagos, Nigeria Background
Nigeria is a huge market for telecommunications. Nigerians spent N767.23 billion on voice calls alone (between November 2018 and January 2019) (NCC, 2019). As such, it does not come as a surprise that Telcos constantly create offers to lure customers over. The most recent of those are bonuses where customers get “X” times their recharge. These offers range from 2times the value of recharge to 20times the value of recharge.

However, there were a number of issues with this. The NCC (Nigerian Communications Commision) has a ceiling on how much bonus telcos could offer in order not to overly commoditize the category. Also, even with bonuses offers going as high as 20X, consumers were beginning to second guess the genuineness of these offers as they had began to sound too good to be true.

It was against this backdrop that Airtel decided to go a different direction with her offer; one that is not bonus oriented but tariff oriented, that is, the rate of 11 kobo per second would be offered Creative Idea
Free Your Mind

Using metaphorical, humour-driven storytelling, we tapped into the current reality of the average Nigerian, which is a default distrust/skepticism, borne from past bitter experiences; and then, showed them what is possible when they don’t have to be skeptical - when they can trust completely (Peace of Mind). We then positioned the brand as an enabler of this peaceful reality. Strategy
We realized that when it came to burn rate, people had their doubts (they felt that their service provider took more than they let on). We saw an opportunity to communicate a voice plan that was not all about the “X” that the category was used to. We launched a plan that people could not doubt, one that they could really trust on a national scale, which is 11k per second. Clear, straightforward, and unambiguous.

This consumer insight from all of this (when consumers do not trust the tariffs, they become hyper-careful with how they use the service) This led us to a larger truth that was relevant to the category; “To Trust is To Be Free”, and this essentially became the thrust of the campaign Execution
We realized that when it came to burn rate, people had their doubts (they felt that their service provider took more than they let on). We saw an opportunity to communicate a voice plan that was not all about the “X” that the category was used to. We launched a plan that people could not doubt, one that they could really trust on a national scale, which is 11k per second. Clear, straightforward, and unambiguous.

This consumer insight from all of this (when consumers do not trust the tariffs, they become hyper-careful with how they use the service) This led us to a larger truth that was relevant to the category; “To Trust is To Be Free”, and this essentially became the thrust of the campaign Results
Over the course of 2 months after launch, Airtel added approximately 1.7 million new customers, with a growth rate of 2.4%, doubling the industry average of 1% within the time frame (NCC, October 2019 Report).

This acquisition achievements where a solid echo of how good the audience took the campaign across channels as the films garnered a combined view of 25.9million and 2.7 million interactions, giving us an engagement rate of 10.5% on the campaign films online, more than 10 times the general engagement benchmark of 0.6% across industries (RIvalIQ, 2019)

Preparation

Support Material: https://www.facebook.com/nossabortecnicil/videos/vl.2358678657722175/366066227569734/?type=1 Category: Innovation | Social Media Award Level: SHORTLIST Brand: TECNICIL INDUSTRY CAPE VERDE Entrant Company: Maianga Cape Verde, Praia, Cape Verde Background
This action, which served to promote the convenience of the Nôs Sabor Kriol range of tambarina juice, featured a video that shows, in a humorous way, that it is worth buying the juice, which is ready and is very tasty, than wasting time preparing it at home in a laborious and sometimes unhygienic process. Creative Idea
The creative path was to create a piece inspired by the videos of cooking recipes, very common on social networks, to demonstrate that preparing a tambarine juice is a time consuming process that requires a lot of patience. In this way, the video parks in the first step, the act of peeling the fruit, demonstrating that this simple step requires a good waiting time. Strategy
In order to reach a specific group of high-class, adult Cape Verdean consumers, we chose to post the video only on targeted and sponsored social networks. The video also featured distribution via Viber and Whatsapp to specific groups of influencers. Execution
We posted the video only on social media two weeks after the launch. The video also featured distribution via Viber and Whatsapp to specific groups of influencers at the same time. Results
In a short time, Nos Sabor Kriol juice from the tambourines has become the favorite of consumers and is still the sales leader in that country.

SmartTALK- 2. Suspect

Category: Innovation | Social Media Award Level: SHORTLIST Brand: Airtel Nigeria | Entrant Company: Noah's Ark Communications, Lagos, Nigeria Background
Nigeria is a huge market for telecommunications. Nigerians spent N767.23 billion on voice calls alone (between November 2018 and January 2019) (NCC, 2019). As such, it does not come as a surprise that Telcos constantly create offers to lure customers over. The most recent of those are bonuses where customers get “X” times their recharge. These offers range from 2times the value of recharge to 20times the value of recharge.

However, there were a number of issues with this. The NCC (Nigerian Communications Commision) has a ceiling on how much bonus telcos could offer in order not to overly commoditize the category. Also, even with bonuses offers going as high as 20X, consumers were beginning to second guess the genuineness of these offers as they had began to sound too good to be true.

It was against this backdrop that Airtel decided to go a different direction with her offer; one that is not bonus oriented but tariff oriented, that is, the rate of 11 kobo per second would be offered Creative Idea
Free Your Mind

Using metaphorical, humour-driven storytelling, we tapped into the current reality of the average Nigerian, which is a default distrust/skepticism, borne from past bitter experiences; and then, showed them what is possible when they don’t have to be skeptical - when they can trust completely (Peace of Mind). We then positioned the brand as an enabler of this peaceful reality. Strategy
We realized that when it came to burn rate, people had their doubts (they felt that their service provider took more than they let on). We saw an opportunity to communicate a voice plan that was not all about the “X” that the category was used to. We launched a plan that people could not doubt, one that they could really trust on a national scale, which is 11k per second. Clear, straightforward, and unambiguous.

This consumer insight from all of this (when consumers do not trust the tariffs, they become hyper-careful with how they use the service) This led us to a larger truth that was relevant to the category; “To Trust is To Be Free”, and this essentially became the thrust of the campaign Execution
We realized that when it came to burn rate, people had their doubts (they felt that their service provider took more than they let on). We saw an opportunity to communicate a voice plan that was not all about the “X” that the category was used to. We launched a plan that people could not doubt, one that they could really trust on a national scale, which is 11k per second. Clear, straightforward, and unambiguous.

This consumer insight from all of this (when consumers do not trust the tariffs, they become hyper-careful with how they use the service) This led us to a larger truth that was relevant to the category; “To Trust is To Be Free”, and this essentially became the thrust of the campaign Results
Over the course of 2 months after launch, Airtel added approximately 1.7 million new customers, with a growth rate of 2.4%, doubling the industry average of 1% within the time frame (NCC, October 2019 Report).

This acquisition achievements where a solid echo of how good the audience took the campaign across channels as the films garnered a combined view of 25.9million and 2.7 million interactions, giving us an engagement rate of 10.5% on the campaign films online, more than 10 times the general engagement benchmark of 0.6% across industries (RIvalIQ, 2019)

The AFCON Intercept

Support Marerial: https://www.facebook.com/KOKOFUEL/photos/a.2463489010360140/2891706804205023/?type=3&theater Category: Innovation | Social Media Award Level: BRONZE Brand: The AFCON Intercept | Entrant Company: KOKO Media, Nairobi, Kenya Background
Our competition had just bought all the rights for the African Cup of Nations, this coming shortly after Kenya qualifying for the games after 30 years. Creative Idea
Since we couldn't talk about AFCON, we decided to make our own AFCON- African Food CONtest. An online tournament where countries put their best "food" forward and hungry fans vote in real time on all the platforms in support Strategy
By intercepting live AFCON matches with delicious food content, we outsmarted the competition in terms of engagement. Execution
Since we couldn't talk about AFCON, we decided to make our own AFCON- African Food CONtest. An online tournament where countries put their best "food" forward and hungry fans vote in real time on all the platforms in support.
By intercepting live AFCON matches with delicious food content, we outsmarted the competition in terms of engagement. Results
By intercepting live AFCON matches with delicious food content, we outsmarted the competition in terms of engagement.
The results
32000+ fans reched, 2,600+ fans engaged in the tournament

Data Extension - Conditioning

Category: Innovation | Social Media Award Level: BRONZE Brand: Airtel Nigeria | Entrant Company: Noah's Ark Communications, Lagos, Nigeria Background
Prior to the Airtel - Data Extension campaign, the mobile data category had an established band for its monthly data plans (₦1k would give 2GB, etc). However this no longer fit in with the growing data appetite and consumption due to the growing digital space and the capacities of contemporary devices.
Nigerians needed more data, and being the data centric brand that they had known Airtel to be, we needed to start a shift in the category and align our data propositions to the evolving needs of consumers.

The brief for us was to create a campaign that will drive massive adoption of the new data plans with the objectives to Drive ARPU by increasing data appetite of Existing Airtel Customers, Grow Revenue and Data Consumption and Recruit New Data Customers by giving them a compelling reason to be on the network. Creative Idea
The idea was to follow the insight “when it comes to using things that are seemingly scarce, people tend to manage” which applies to data and other precious resources. This was executed by using social parallels of the lengths people go to manage their resources, then concluding with the message to “Get more out of life” with Airtel’s new data bundles as customers are now living in an abundance of data. Strategy
Like in every service industry, consumers hold a wide spanning sentiment that they are not getting value for their money or are being cheated. The Nigerian telecommunication space is not exempt from this sentiment, as there is a high-level of distrust between mobile network operators (MNOs) and customers. This especially applies to data, as Nigeria has a higher price of data compared to other countries in its category.

As a result, Nigerians tend to “manage” their data, with many going to serious lengths to do so. This flows into the insight, “when it comes to using things that are seemingly scarce, people tend to manage”, This led to the idea to draw social parallels on how people manage their data with how they manage other precious things in life. This then lead to Airtel’s proposition of offering significantly valuable data packages at a fair price with the proposition to “Get more out of life” with the data packages.
The proposition “Get more out of life” is apt. It builds on the Execution
Conditioning: We used this film to show how the typical Nigerian stretches everyday household items like toothpaste, palm oil etc, and to inform them that such behaviours are not necessary with their data, as they are now in a position of abundance with Airtel’s new data packages which allow them to “Get more out of life”.

Chores: We used this film to show more directly what people go through when they are low or out of data; such situations leads often leads to having to “tap” data from others, which often leaves them at the mercy of these people. However, the ad nudges the point that with Airtel’s new data packages, slaving for data is now a thing of the past, as the package allows people to “Get more out of life”.

Stew: This film plays on the very popular habit of Nigerian mothers’ to stretch the weekly pot of stew as much as possible with dilutions when the initial stew has nearly been completely consumed. The ad then reiterates that while one can afford to do so with stew, one Results
Since the launch of the campaign, only two videos have been released (Conditioning and Chores), and as of November 23rd 2019 Airtel had gathered about 891,217 engagements.

The two videos have been very popular and in just about a month have garnered massive viewerships on various digital platforms, with a total view of over 11,511,603 on Youtube, Twitter, Instagram, and Facebook platforms.

In Sync with Sho Madjozi

Support Material: http://agencyawards.co.za/entry/stayfree-insync-2/ Category: Innovation | Social Media Award Level: BRONZE Brand: Johnson & Johnson Entrant Company: King James Group, Cape Town, South Africa Background
SITUATION:
Many myths circulate in South Africa about periods, with no easy place to turn to online. There are many things our audience wouldn't ask publicly on social media.
BRIEF:
Develop a locally relevant, digitally-led movement that amplifies and enhances Stayfree’s global #OurMove campaign messaging, core communication pillars and assets to naturalise menstruation for an audience of strong South African girls and women.
OBJECTIVES:
-Business:
Increase rate of sale on Napkins (focus on Ultra-Thin)
Drive increased rate of sale on Tampons
Maintain Maxi base business.
-Marketing:
Recruit new users on Stayfree with our wider premium offering (Ultra Thins, Tampons and Liners) and superior product claims.
-Communication:
Stayfree aims to naturalise menstruation, so girls can be comfortable with their womanhood to progress in life. Creative Idea
We partnered with rising star Sho Madjozi who invited South Africa to join her on Messenger where a team of experts answered period FAQs through pre-created, low data voice notes, gifs, images and text messages. Users also had the option to speak to a human if they had a more personal question. And the bot could sync up with the user’s period to send a pick-me-up when they needed it most. Strategy
TARGET AUDIENCE
Primary: Women 15 - 35 years LSM 8-10
Secondary: Women 25 - 49 years LSM 5-7
MEDIA
FB, FB Messenger, Earned Media
PR PLANNING
-Develop a targeted three-month media relations programme
-Produce tailored content pieces aligned to the topics covered on the channel to extend conversation
-Stagger the release of content pieces to sustain exposure
-Target a broad range of media types to secure exposure for the target market
-Leverage Sho Madjozi and Stayfree’s health profession as spokespeople to increase news value and media appeal
APPROACH
What if we could help create a more comfortable community space where our audience can ask us anything and get a response?

Stayfree's strategy was to start a conversation with young South African women around menstruation. To provide information that equips and empowers them to feel comfortable with their bodies. To encourage them to talk more. To ask questions. To clear things up. To learn the facts. To dispel the myths. Execution
We shot a low-budget, yet effective online video commercial featuring Sho Madjozi on Facebook that, with a click of a button, drove the audience to the Facebook Messenger chat bot. This was further amplified through relatable social media content from Stayfree and organic influencer promotion through Sho Madjozi's channels. We launched our campaign in August and it is currently still running. Results
ENGAGEMENT
13,9% engagement rate (17 x higher than the benchmark)
EARNED MEDIA
x19 ROI (3 x industry benchmark)*
MESSENGER INTERACTIONS
97% response rate
62% longer user time spent than the world's top Messenger bots
BRAND UPLIFT
88% increase in brand affinity
30% increase in product sales

*For every R1 spent, R19 back in free editorial

Smart TALK - Mechanic

Category: Innovation | Social Media Award Level: BRONZE Brand: Airtel Nigeria | Entrant Company: Noah's Ark Communications, Lagos, Nigeria Background
Nigeria is a huge market for telecommunications. Nigerians spent N767.23 billion on voice calls alone (between November 2018 and January 2019) (NCC, 2019). As such, it does not come as a surprise that Telcos constantly create offers to lure customers over. The most recent of those are bonuses where customers get “X” times their recharge. These offers range from 2times the value of recharge to 20times the value of recharge.

However, there were a number of issues with this. The NCC (Nigerian Communications Commision) has a ceiling on how much bonus telcos could offer in order not to overly commoditize the category. Also, even with bonuses offers going as high as 20X, consumers were beginning to second guess the genuineness of these offers as they had began to sound too good to be true.

It was against this backdrop that Airtel decided to go a different direction with her offer; one that is not bonus oriented but tariff oriented, that is, the rate of 11 kobo per second would be offered Creative Idea
Free Your Mind

Using metaphorical, humour-driven storytelling, we tapped into the current reality of the average Nigerian, which is a default distrust/skepticism, borne from past bitter experiences; and then, showed them what is possible when they don’t have to be skeptical - when they can trust completely (Peace of Mind). We then positioned the brand as an enabler of this peaceful reality. Strategy
We realized that when it came to burn rate, people had their doubts (they felt that their service provider took more than they let on). We saw an opportunity to communicate a voice plan that was not all about the “X” that the category was used to. We launched a plan that people could not doubt, one that they could really trust on a national scale, which is 11k per second. Clear, straightforward, and unambiguous.

This consumer insight from all of this (when consumers do not trust the tariffs, they become hyper-careful with how they use the service) This led us to a larger truth that was relevant to the category; “To Trust is To Be Free”, and this essentially became the thrust of the campaign Execution
We realized that when it came to burn rate, people had their doubts (they felt that their service provider took more than they let on). We saw an opportunity to communicate a voice plan that was not all about the “X” that the category was used to. We launched a plan that people could not doubt, one that they could really trust on a national scale, which is 11k per second. Clear, straightforward, and unambiguous.

This consumer insight from all of this (when consumers do not trust the tariffs, they become hyper-careful with how they use the service) This led us to a larger truth that was relevant to the category; “To Trust is To Be Free”, and this essentially became the thrust of the campaign Results
Over the course of 2 months after launch, Airtel added approximately 1.7 million new customers, with a growth rate of 2.4%, doubling the industry average of 1% within the time frame (NCC, October 2019 Report).

This acquisition achievements where a solid echo of how good the audience took the campaign across channels as the films garnered a combined view of 25.9million and 2.7 million interactions, giving us an engagement rate of 10.5% on the campaign films online, more than 10 times the general engagement benchmark of 0.6% across industries (RIvalIQ, 2019)

Data Extension - Chores

Category: Innovation | Social Media Award Level: SILVER Brand: Airtel Nigeria | Entrant Company: Noah's Ark Communications, Lagos, Nigeria Background
Prior to the Airtel - Data Extension campaign, the mobile data category had an established band for its monthly data plans (₦1k would give 2GB, etc). However this no longer fit in with the growing data appetite and consumption due to the growing digital space and the capacities of contemporary devices.
Nigerians needed more data, and being the data centric brand that they had known Airtel to be, we needed to start a shift in the category and align our data propositions to the evolving needs of consumers.

The brief for us was to create a campaign that will drive massive adoption of the new data plans with the objectives to Drive ARPU by increasing data appetite of Existing Airtel Customers, Grow Revenue and Data Consumption and Recruit New Data Customers by giving them a compelling reason to be on the network. Creative Idea
The idea was to follow the insight “when it comes to using things that are seemingly scarce, people tend to manage” which applies to data and other precious resources. This was executed by using social parallels of the lengths people go to manage their resources, then concluding with the message to “Get more out of life” with Airtel’s new data bundles as customers are now living in an abundance of data. Strategy
Like in every service industry, consumers hold a wide spanning sentiment that they are not getting value for their money or are being cheated. The Nigerian telecommunication space is not exempt from this sentiment, as there is a high-level of distrust between mobile network operators (MNOs) and customers. This especially applies to data, as Nigeria has a higher price of data compared to other countries in its category.

As a result, Nigerians tend to “manage” their data, with many going to serious lengths to do so. This flows into the insight, “when it comes to using things that are seemingly scarce, people tend to manage”, This led to the idea to draw social parallels on how people manage their data with how they manage other precious things in life. This then lead to Airtel’s proposition of offering significantly valuable data packages at a fair price with the proposition to “Get more out of life” with the data packages.
The proposition “Get more out of life” is apt. It builds on the Execution
Conditioning: We used this film to show how the typical Nigerian stretches everyday household items like toothpaste, palm oil etc, and to inform them that such behaviours are not necessary with their data, as they are now in a position of abundance with Airtel’s new data packages which allow them to “Get more out of life”.

Chores: We used this film to show more directly what people go through when they are low or out of data; such situations leads often leads to having to “tap” data from others, which often leaves them at the mercy of these people. However, the ad nudges the point that with Airtel’s new data packages, slaving for data is now a thing of the past, as the package allows people to “Get more out of life”.

Stew: This film plays on the very popular habit of Nigerian mothers’ to stretch the weekly pot of stew as much as possible with dilutions when the initial stew has nearly been completely consumed. The ad then reiterates that while one can afford to do so with stew, one Results
Since the launch of the campaign, only two videos have been released (Conditioning and Chores), and as of November 23rd 2019 Airtel had gathered about 891,217 engagements.

The two videos have been very popular and in just about a month have garnered massive viewerships on various digital platforms, with a total view of over 11,511,603 on Youtube, Twitter, Instagram, and Facebook platforms.

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