THE PROBLEM:
• Ovimail registration through Mobile/PC portals in Nigeria was very low and the Nigerian market ranked 12th in the world.

• Budget constraints (U$100,000 for a period of four months) and market factors (Digital penetration  in Nigeria is low but growing) meant classical spot advertising will not deliver effective impact and result.

THE IDEA:
• Use media (radio) to drive Ovimail registration on a lean budget and generate active user base.

THE SOLUTION:
• Using ICP model, Media  deployed  a touch point strategy  that allocated the budget to partnership  with rated radio stations and relevant  programmes.
• Benefits of the partnerships included DJ Hypes,  during drive-time belt, conventional spots and interactive radio competitions/referral games where over 250 Ovimail enabled phones were ceded.

THE RESULT
• Net value of  advertising  carriage:- U$ 1.7 Million
• GRPS: 250 monthly
• Increased  Ovimail user data base  in three  months
• over 8,000 new active users (still counting)
• Nigeria currently ranked 5th globally


THE PROBLEM:
• Media presence of STAR was being diluted by competitive onslaught
• Budget constraints and market factors suggested that matching competition spot-for-spot will not deliver effective impact
• “conviviality” essence of STAR needed to be further entrenched among the TA.

THE IDEA:
• Entrench STAR’s essence  while working within a tight budget framework.

THE SOLUTION:
•Deployed budget towards  sponsorship of entertainment news segment  and musical TV programmes (MTV Base, Hip TV, Sound City) across rated stations.
• Benefits included conventional spots as well as squeeze-backs, logo flashes and scroll messages as added value (at no cost to STAR)

THE RESULT
Classical spots advertising  would have delivered;
• Cost of media carriage=N= 153Million
• GRPs Deliverables: 400

But sponsorship approach (as deployed by Agency) delivered:
• Net media carriage =N= 76Million
• Delivered GRPs : 480

% Savings = 50.3%


THE PROBLEM:
• Stallion motors released new models of Honda, Hyundai, Volkswagen and Porsche cars but had no advertising budget to drive awareness.

THE IDEA:
• Generate an effective plan to communicate the essence of the brand to the TG.

THE SOLUTION:
• Brokered barter arrangement with media houses to purchase advertising airtime and space in exchange for Vehicles for their  management & staff

THE RESULT
•  Secured advertising airtime for brands
•  Negotiated up to 50% discount off the book rates for Stallion motors advertising
•  Created brand awareness.


THE PROBLEM:
• Competition had high presence with 250th Anniversary of Guinness in all media.
• Restriction of alcohol advertising from10pm on terrestrial TV and 8pm on Radio stations by BON & NBC regulations.

THE IDEA:
• Re-position Legend Extra Stout, targeting young and aspirational audience.
• Expose new ad materials in spite of these restrictions

THE SOLUTION:
• Strip ad placed below the mast head on major  national newspapers.
• 3 minutes hypes placed every 15 minutes from 8pm on  network and highly rated  radio stations
• Flighting  was skewed to the weeks of Guinness 250th Anniversary to dilute competition’s media pressure.
• Fixed Time block @ 10pm on high-rated and  network  TV  stations

THE RESULT
• The combined approach generated  positive WOM  for the brand in spite of heavy advertising from competition.
• Brand awareness increased by 3% in  two months of campaign


THE PROBLEM:
• Brand was being perceived as old and un-inspirational
• Dwindling top of mind awareness

THE TASK:
• Recruit and retain youths between 15-25yrs on the network
• Shift Brand perception from an old to youthful brand positioning
• Increase Top of mind awareness from 34% Jan 08 to 42% by exit 2008

THE STRATEGY:
• Strip ad placed below the mast head on major  national newspapers.
• 3 minutes hypes placed every 15 minutes from 8pm on  network and highly rated  radio stations
• Flighting  was skewed to the weeks of Guinness 250th Anniversary to dilute competition’s media pressure.
• Fixed Time block @ 10pm on high-rated and  network  TV  stations

THE RESULTS
Agency created a shift from existing communication paradigm,(Generalization),to a more pragmatic youth media engagement platforms:-

• Electronics; sponsor youth oriented programs; musical reality shows, educational quiz and career talk shows (West Africa Idols, Zain Africa Challenge, Zain Don’t forget the lyrics)
• Print; Association branding in campus publications, Special positions (OBC, IFC) in selected magazines
• Internet; the 1st to host a Nigerian customized social website  for interaction and networking (www.centralstationng.com)
• Presence on Yahoo, MSN, Face Book, to drive awareness.