Francis Odega makes a Comeback on Etisalat Commercials
Nigerian actor, Francis Odega who was signed as a brand ambassador by Etisalat last year is back on Etisalata’s commercials. He has featured in a couple of new Etisalat campaigns which is being deployed on major media outlets including TV, billboards, digital and newspaper.
The new campaigns have been launched by Etisalat to drive it’s new voice call and data promo. The promo offers 250 bonus on recharges of N100 and above. For recharges of less than N100, a subscriber is also entitled to 150 percent bonus. It also offers consumer 1G worth of data for only N500.
The leading GSM company is leveraging on the popularity and acceptance of the actor/comedian to drive the new offering and engage the different segment of the Nigerian market.
The advert initiative is a renewed efforts to drive voice call revenue, by offering great bonuses and also data, in the face of alarming drop in voice revenue over the past few years, which has been triggered by the growing usage of Over-the-Top internet voice applications in Nigeria.
A recent report has indicated that the Nigerian telecommunication industry, which is Africa’s largest telecom market, is projected to lose N109trillion in voice revenue to the growing usage of Over-the-Top application by 2018.
A United Kingdom-based analytical company Ovum, stated in a report that the N109trillion loss will accrue over a period of six years- between 2012 and 2018 from Nigerian customers using OTT voice applications.
This finding have spurred all telecoms company in Nigeria to embarke on aggressive price slash on calls and data in a bid to drive voice revenue.
The Etisalat commercial which also features another brand ambassador Nollywood actor Eniola Badmus, is the product of the creative imaginations of X3M Ideas, one of Nigeria’s fastest growing ad agencies.
Odega suddenly became an overnight internet sensation last year when one of his comedy skits, extracted from a movie that was shot four years ago, suddenly triggered a buzz on the social media. Such that even top American rappers like 50cent and Snoop Dog began following him on Instagram. 50 Cents even went ahead to post the comedy skit on his own Instagram page. “Within a month, I had 3000 followers and currently have 18,600 fans,” the Nollywood actor said in an interview.
Top Nigerian celebrities like Don Jazzy, P Square, Patoranking, M.I, Sound Sultan and many other Nigerian music stars also began following him on social media. No one, not even Odega himself can explain for sure why the skit from a long buried movie has generated so much frenzy. But it was in the midst of this wildfire of fame that Etisalat immediately snapped him up for their commercial.
The Easy Flex commercial became one of the most successful advert campaigns last years, recording hundreds of thousands of Youtube; that is more than Saka’s ‘I don port to MTN’ commercial could muster.