by Remon Geyser (@remongeyser) We asked Springleap’s creative panel in Nigeria to provide and comment upon successful TV campaigns that are emblematic and demonstrative of how South African (or global) brands may consider entering the Nigerian market. We were surprised to learn that the creatives focused upon two ads that have stood the test of time.
First of all, timeless ads are rare, but still do occur. When consumers get as excited about an ad as the advertising industry does, we know it has staying power.
Our Nigerian panel decided to discuss two TVCs that have been consistently popular for more than a year with consumers and creatives: Guinness Africa’s “#MadeofBlack” and MTN’s “I don Port”. They were released in 2014 and 2013, respectively, and are still making an impact today.
It is easy for our creatives to differentiate between a great ad and a timeless one. These TVCs are vibrant, expressive and relatable to modern Nigerians, and are testament to the growing strength of Nigeria’s brand communications industry. These advertising feats also show the sustainable power behind brilliant marketing.
Guinness Africa: #MadeofBlack
2014 saw the launch of the #MadeofBlack advert, conceptualised by AMV BBDO London. In hopes to establish Guinness as the drink of choice for young Africans, the brand played around with concept of ‘black’ and what it means to Africans. After a magnificent minute and a half, the audience learns that black is an attitude to be proud of. This messaging is seen as very powerful and resonates very well with an aspirational Nigerian target market.
According to our Nigerian panel, the Guinness link to longevity has much to do with the teasers that were released after the TVC. Well-known Nigerian (as well as Ghanaian and South African) celebrities played roles in cameos, challenging the audience to ask themselves what they are made of. This is where the relevance of local personalities shouldn’t be underestimated — and, in Nigeria, there’s no shortage of ‘icons’ to be used as brand ambassadors. Part of the campaign was to convince radio stations to temporarily change their names to “MADE OF BLACK FM” — which in turn would assist in keeping a top-of-mind awareness.
Our industry experts commented that Guinness has always been seen as an “old, wise man” persona — appealing more to the older generation. This campaign has, however, been more targeted towards the youth. They mention that it would have been more effective if it had been aimed at a more diverse (age) target market. Using a mix of older and younger personalities would have helped to achieved this. However, if the TVC was purposefully made to tap into/reinforce the value of Guinness for youth markets, it definitely did its job.
This campaign is testament that international brands with a strong “western” heritage can achieve messaging that resonates very well with Nigerians. In this case, talking about something that is close to Nigerians’ hearts (being proud of being black), while using celebrities, has been key to its success — as well as driving differentiation at an emotional level.
MTN “I don port”
In 2013, MTN Nigeria rolled out a cheerful musical TVC made by DDB Lagos. “I don port” celebrated the then breakthrough technology of being able to ‘port’ your cell number to another network. The energetic 45-second advert included local actor, comedian and singer, SAKA (Hafeez Oyetoro), who is well-known and cherished by many Nigerians as a national icon.
The long-lasting impact of this TVC, according to our professional creatives in Nigeria, is partly due to a marketing war between two brands. Until the release of this ad, rival mobile network Etisalat had previously recruited SAKA as a brand ambassador. In a turn of events, MTN Nigeria managed to lure the celebrity into its territory.
Once having “stolen” [nigerianbulleten.com 2013] the face of Etislat, MTN had the perfect opportunity to entice untapped markets to jump on the ‘yellow’ bandwagon too. A risky move, but it paid off — the move is perceived to have hurt Etisalat and generated conversation in favour of MTN.
Besides from causing some controversial tension, another reason for its continuing popularity is its relatability. The entire advert uses Pidgin English, which is commonly spoken by the masses in Nigeria. While MTN is generally perceived as expensive, this ad now shows a more-accessible brand — a brand for everyone.
Overall, the TVC has sharp editing, which helps to reinforce the brand’s message.
In critiquing the ad, our experts commented on the impactfulness of it on every corner. One suggestion of improvement was that social media profiles of these celebs could’ve been used to further leverage the message and drive conversation.
Insights
Looking at these adverts, as well as commentary from our professionals, it seems that, in order to make an ongoing impact with Nigerian consumers, one must:
- have a powerful message,
- speak to the masses in a clear and fun way, and
- use celebrities effectively.
Controversy and boldness may assist with talkability in this conservative market; however, our creatives warn that this should be done strategically and with reason. As with SA, one could alienate consumers if care is not taken. In this case, these two ads show that it can be done successfully.
Visually, quick vignettes and sharp editing create a sense of vibrancy and excitement, and are paired with bright costumes and dancing. The tone is often upbeat, and the music is often sourced from local talent. Nigeria’s consumers are proud of their heritage, and most certainly proud to be African, so this type of messaging hits the mark.
It also seems as if the battle for cellular network domination is only intensifying in this region.
Advice
For SA brands looking to enter this market, our Nigerian panel of creatives advises that they should pay close attention to the love that the people have for their local celebrities. It is very trendy for brands to enlist influencers to help promote messages and leverage awareness, and this universal approach will fare well in the Nigerian market.
Nigerians also respond well to strategically placed branded teasers. An ad campaign is advised not to stop with a TVC execution, as different touchpoints can build organic hype, such as #MadeofBlack did.
References
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Remon Geyser (@remongeyser) is a burger fanatic, wine connoisseur and eSports enthusiast (yes, a fancy term for playing computer games). He is also the research lead for Springleap, heading up a new global creative research division while obscurely attempting a PhD. Springleap provides instant creative expert feedback to rock marketing ROI. Remon contributes the new weekly “Talk Africa” column, covering Pan-African trends, on MarkLives.com.
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