Brand | AIRTEL NIGERIA |
Product/Service | SMARTSPEEDOO |
Entrant | NOAH'S ARK COMMUNICATIONS Lagos, NIGERIA |
Category | TV & Broadcast: Fiction & Non-Fiction |
Idea Creation
|
UNDERDOG PRODUCTION Lagos, NIGERIA
|
Production
|
ARK RESOURCES Maryland Lagos, NIGERIA
|
Production 2
|
UNDERDOG PRODUCTION Lagos, NIGERIA
|
Production 3
|
NOAH'S ARK COMMUNICATIONS Lagos, NIGERIA
|
Additional Company
|
NOAH'S ARK COMMUNICATIONS Lagos, NIGERIA
|
The Campaign
The Creative idea behind the campaign was Data is Life.
Using parallels, and human stories, our campaign sought to demonstrate what life could be with or without data.
Creative Execution
The film was aired for the first time on the 23rd of December 2016 on Facebook and YouTube. That same day, it was released on Traditional TV, not as another 60 seconds spot, but a full length of 2 minutes 35 second story.
On Instagram, we also created short versions of the long form with specific messages about the season. We used the #SpreadPreciousMoments to drive the conversations online.
We also tapped into a long standing tradition of the Nigerian people. The yuletide is a period where people engaged in a lot of road travel to see family and friends, and our story was well synced into the mood and feel of the country.
The film had over two million impressions on YouTube alone, and was the second best performing masthead on YouTube in Nigeria (second to the other film in done for the Data is Life Campaign).
It currently has close to 250,000 views on YouTube and over 1 million views on Facebook.
On traditional TV, the work was aired about 1013 times on both terrestrial and satellite TV, reaching an estimated audience of 20 million people.
As at September 2016, Nigeria had 93 million data subscribers. Three months down the line in December, that number reduced to 91 million. Despite the shrink in the entire market, Airtel grew its data subscriber base by one million from 18 to 19 million.
This work is relevant for branded content as it tells a homecoming and humane story between two middle aged men.
Shot in long form, it is not the classic TV commercial but a story of two people connecting with each other, slightly punctuated with elements of the brand (coverage, connectivity), without losing the essence of precious family moments. It is also worthy to not that the work was exposed on traditional TV in the same long form, as well as online.
The campaign strategy that informed this work was to look beyond the conventions of the category The Nigerian market has grown to communicate a few things in the data segment. Speed was a commonplace.
Affordability was another. We ignored these two, and decided to campaign the human side of having access to the internet, and how people felt with or without.
We also observed the market, and communicated that it didn’t matter what the technology was, what mattered was how well it delivered on the current needs. It’s just about data that works and allows you to experience precious moments.
Credits
Lanre Adisa |
Noah's Ark Communications Limited |
Executive Creative Director: |
Abolaji Alausa |
Noah'Ark Communications Limited |
Executive Creative Director: |
Maurice Ugwonoh |
Noah'Ark Communications Limited |
Creative Director: |
Baruch Apata |
Noah'Ark Communications Limited |
Deputy Group Head |
Ezekiel Resedenz |
Noah'Ark Communications Limited |
Group Head |
Fred Akinmuyisitan |
Noah'Ark Communications Limited |
Assistant Manager (Strategy and Business Development) |
Faruk Rasaki |
Ark Resources Entertainment |
Producer |
Bruce Paynter |
Ark Resources Entertainment |
Director |
Ahmad Mokhles |
Airtel Nigeria |
Chief Commercial Officer: |
Enitan Denloye |
Airtel Nigeria |
Vice President, Brands and Marketing: |
Oluwaseun Adaramola |
Airtel Nigeria |
Senior Brand manager: |
Kenneth Odum |
Noah'Ark Communications Limited |
Group Head (Strategy) |
Omolola Olaleye |
Noah'Ark Communications Limited |
Assistant Manager-Operations Unit |
Adeola Ogunade |
Noah'Ark Communications Limited |
Client Service (Deputy Group Head) |
Lekan Lawal |
Noah'Ark Communications Limited |
Business Director |
Links
Video URL