Top campaigns that defined 2024 spotlight by MARKETING EDGE
By Felicia Nwosu
As the year 2024 draws to a close, MARKETING EDGE, Nigeria’s leading brand-centric magazine, has curated a list of groundbreaking campaigns that resonated with audiences, delivering powerful brand messages and inspiring loyalty among consumers.
These campaigns did more than advertise products; they became cultural phenomena, sparking conversations, inspiring action, and embedding themselves into the daily lives of Nigerians. They have not only become household anthems but also reflect the creativity and impact that define modern marketing.
Here are some of the most talked-about campaigns that captured hearts and minds this year.
Gala’s “This is Our City” Campaign
Gala, a trusted name in snacks, launched the “This is Our City” campaign, targeting urban consumers and engaging over 500 traders and SMEs.
This initiative highlighted the brand’s connection to grassroots entrepreneurship and urban culture, cementing Gala as a staple for on-the-go Nigerians.
By blending community support with its iconic product, the campaign became a rallying call for city pride and self-reliance.
Terra’s “Unwrap Joy” and “Unwrap Memories” Campaigns
Terra captivated audiences with the “Unwrap Joy” campaign, celebrating life’s small but meaningful moments.
Encouraging consumers to share their joyful snippets on social media, the campaign created a wave of nostalgic reflections. Terra later extended this with “Unwrap Memories,” focusing on the power of cherished experiences and the emotional ties that bind.
Together, these campaigns created a buzz that transformed Terra into more than just a product it became a symbol of happiness and unity.
The Yanga Campaign
Addressing the reality of tooth loss among Nigerians, the Yanga campaign tackled societal stigmas with humor and honesty. Through creative storytelling, the campaign encouraged acceptance and self-confidence.
A related feature, Let’s Have a Talk, showcased children with milk tooth gaps speaking in adult slang, adding charm and relatability to the campaign.
11 Plc’s Mobil Super Lubricants Radio Campaign
In a move to enhance brand equity, 11 Plc launched a pan-Nigerian radio campaign for its Mobil Super 2000 and 3000 lubricants. Using nostalgic pidgin language, the campaign educated motorists, mechanics, and stakeholders about the premium quality and unique selling points of Mobil Super products.
The initiative became a staple during Easter and Ramadan, connecting with diverse audiences across the country.
Pepsi’s “Big Big Tinz” Campaign
Pepsi reintroduced its 60cl Long Throat Bottle with the bold “Big Big Tinz” campaign. Collaborating with an Afro beat star, the brand remixed a hit song into an anthem of youth energy and creativity.
The vibrant campaign seamlessly integrated Pepsi’s identity with Nigeria’s thriving pop culture, capturing the imagination of a generation that values self-expression and boldness.
Airtel’s “Live Limitless” Campaign
Airtel’s “Live Limitless” campaign sparked viral reactions across social media within days of its launch. Featuring Mr. Farooq Oregba, known as the “King of Steeze,” the campaign celebrated culture, connectivity, and ambition.
With a focus on Airtel’s broadband products, the campaign highlighted the transformative power of fast internet in business, education, and entertainment. Netizens quickly embraced the campaign, with millions of views and interactions across platforms.
LG’s “Life’s Good When You Get More Care” Campaign
LG Electronics released a series of short videos under the “Life’s Good” slogan, emphasizing how their products enhance everyday life. From fostering family moments to enabling fans to experience sports in stunning 4K clarity, LG showcased its innovations in relatable, emotional settings.
The highlight was the 97-inch OLED M3 4K Smart TV, which redefined immersive home entertainment.
FirstBank’s “Giant in You” Campaign
Celebrating 130 years of excellence, FirstBank launched “The Giant in You” campaign, inspiring customers to dream big and achieve greater heights.
The campaign encouraged Nigerians to awaken their inner potential, making giant strides in their personal and professional lives. It resonated with diverse audiences, from entrepreneurs to everyday achievers, symbolizing empowerment and resilience.
Fayrouz’s “Here’s to Taste” Campaign
In partnership with Beauty Tukura, Fayrouz unveiled the “Here’s to Taste” campaign, celebrating its Apple-Watermelon flavor and refreshed branding. The campaign encouraged authenticity and self-confidence, aligning with Fayrouz’s premium identity. Beauty’s involvement brought an aspirational edge, making the campaign a standout in the beverage industry.
These campaigns are a testament to the ingenuity and dynamism of brands and their agencies in 2024, shaping consumer experiences and setting new benchmarks for marketing excellence. MARKETING EDGE proudly celebrates these achievements, reflecting its mission to promote the best ideas in the branding world
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