Category: Channel | Use of Influencers & Brand Ambassadors Award Level: SHORTLIST Brand: Oraimo | Entrant Company: TBWA/Concept, Lagos, Nigeria Background
Oraimo is a leading manufacturer of phone accessories within and outside Nigeria. However, it was noticed that there were limitations in the market. And unfortunately, the customers were unable to distinguish the original Oraimo products from the fake. Creative Idea
There Is A King In You
The campaign went beyond telling people to buy Oraimo products but also went on to remind the audience to be the king in their individual spheres of work, they must embrace originality and authenticity in their craft. Strategy
In a bid to educate the customers about the authenticity and originality of their products, the agency took the route of telling the audience about the importance of using original products.
To further drive the message of originality, 2Baba was made an ambassador.
This choice was made because as a brand, 2baba remained true to his craft despite criticism and the pressure to change his sound. Execution
The campaign broke and the ambassador was unveiled just around the period that the brand ambassador was celebrating '20 years a king' in the music industry.
It tells the story, through a mini documentary, of the brand ambassador's struggle and rise to fame as well as his secret to staying in the limelight even after 2 decades. Results
Increased engagement on social media
Increased product patronage by 30%
Increased brand awareness
Increased reach and impressions on social media by 20%