Airtel ‘Esther’ campaign ranks most engaging campaign in Africa
By Ibidunni Banjoko
Airtel Nigeria’s professional campaign titled ‘Esther’ has been ranked the most engaging campaign in Africa. The film medium campaign, created by Noah’s Ark and Noah’s Ark Creative agencies, was announced by Twitter a few weeks after it was released in October, 2022.
Tagged ‘The Important Things in Life Are Powered by Data’, the emotional commercial, which uses the creative device of misdirection and rides on a moving piece of music, was said to have garnered 2.1 million views on Twitter, 1.3 million views on Instagram, and 1.4 million views on YouTube.
Known for demonstrating innovation in its storytelling and further connecting with its teeming subscribers, the ‘Esther’ campaign plays up how important the role of data is in helping individuals and families to seamlessly accomplish the truly important things in their lives.
Commenting on the campaign, Noah’s Ark, the creative agency said: “The concept behind the campaign is to follow the philosophy that data is life and important for communication. This campaign is saying that no matter your status you can consider data for communication. Economically you will find out that inflation is increasing over time and everything is expensive – data is also expensive, but no matter how expensive data can be people will always make data a priority.”
“Covid-19 also has made data inevitable. As of December 2019, data users were 10 million, but by April 2022, they hit 300 million users. During the pandemic, a lot of people migrated to zoom for a meeting, and Netflix became a must-watch for people. There is nowhere you fit into a social economy class where you have to use data for one or two things, and even football fans use data to get updated,” the agency added.
While flipping through people’s comments on Instagram, Tokunbos_and_more said: “It’s such an intelligent, simple, and beautiful ad…. honestly the person behind this ad is super good.”
Nne.-. – said: “This has to be the best advert of the year.”
Art_sophiaclement said: “Whoever made this ad should be treasured.”
_michellejose_ said: “Whoever writes adverts for Airtel should keep getting promoted year-in-year-out…The team is so good with storyline.”
Love.welle said: “Best advert ever.”
Air_star_gold said: “I keep watching over and over again…Esther.”
On Twitter, Silva Ndidi Kayode said: “This is one of my best adverts yet this year. It drove me to tears of joy each time I watched it. Thank you guys for this gift.”
Donald Summer said: “This is remarkably the best and emotional advert I have seen so far.”
RayRay said: “I love your ads… the intentionality, everything is beautiful.”
Temi said: “I love this advert …. You guys have the best advert.”
On Youtube, Kamaldeen Hamza said: “This is extremely beautiful and I am short of words. She is deaf but not short of words. She is smart even when she can’t vocally convey information like others. I don’t usually comment, but I have to do this, this time. Thanks, @Airtel for being socially inclusive.”
Fusky27 said: “Wow, Airtel has the best adverts but this one here really touched me…. great advert as usual.”
Basil Ngozi said: “It’s quite encouraging and interesting as it’s mind-joggling”.
According to Airtel Nigeria’s tagline, “Even when words fail, data always comes through to keep us connected with our loved ones”.
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