Greater Lagos Rising Campaign: Re-affirmation of brand promise
Brand-In-Focus
It’s another election circle. It’s a new season for political advertising. No doubt this is the season for a massive electioneering campaign when we know players from jesters. In this season, politicians and, indeed, contestants for political offices across the land are busy shopping for top-of-the-market ideas that can best sell their candidacy to the electorates who have the power to guarantee the realization of their political ambitions through voting. It is at this time that politicians embark on a well-organised initiative aimed at influencing decision making in the polity. It is a time when political gladiators are confronted with identifying and choosing the right campaign themes that will resonate with the electorates.
In truth, getting it right in choosing the right theme is sine qua non to winning the election itself. Why? This is because the right campaign themes offer the electorate the context to better understand a public figure’s priorities, concerns and reasons for seeking public office.
It is perhaps against this background that the Executive Governor of Lagos State, Mr. Babajide Sanwo-Olu and his Deputy, Dr. Obafemi Hamzat, last week, unveiled a very massive brand campaign for their re-election in the governorship election contest slated for next year. One outstanding thing about this campaign unveiling was the fact that the governor and his media team did a painstakingly great job in selecting a campaign theme that will no doubt resonate with the majority of Lagosians and citizens of the state.
The campaign, with the theme, “A Greater Lagos Rising”, is indeed an innovative concept in political advertising. Unveiling the campaign on behalf of the governor, Lagos State Honourable Commissioner for Information & Strategy, Mr. Gbenga Omotoso disclosed: “Mr. Babajide Sanwo-Olu has assured citizens of the state that his re-election in 2023 will increase the greatness of the state.
Sanwo-Olu said: “We have come to the incontrovertible conclusion that the fitting theme of the 2023 re-election campaign for Mr. Babajide Olusola Sanwo-Olu and Dr. Kadri Obafemi Hamzat shall be “A Greater Lagos Rising! It is a thematic continuum of what we promised in 2019.”
According to the Governor, “We promised our people Greater Lagos. What do we see around us? We see abundant evidence of a new city rising from the womb of time. We do not make a false claim of having reached the zenith of our journey.”
The governor further stated: “Our contextual usage of the word is as an adjective that suggests an upward swing, an increase, and an upward movement. These are the signs Lagosians can see all around the state.
“All of our campaign assets capture the place of audacity of the spirit of Lagos in the rising of the city. The campaign assets are not some forms of self-adulation but fitting credit to the contributions of Lagosians, especially the youth to the height Lagos has attained today.”
Indeed, the newly unveiled campaign theme by the Lagos State Governor is a re-affirmation of brand promise. In marketing, a brand promise is a value or experience a company’s customers can expect to receive every single time they interact with the company. The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employees.
For Governor Babajide Sanwo-Olu, the political theme for his re-election is a re-affirmation of a promise he made in 2019 when he campaigned for election into the state’s topmost job. This was well encapsulated in his speech when he said: “Now we have seen signs of greatness in Lagos all around us.” Although he said his government may not have attained the peak, the greater Lagos the administration promised at inception is now rising. It is therefore expected that Lagosians and indeed the electorates will be disposed to re-electing him having created value for them with the promise kept.
Truth be told, Mr. Babajide Sanwo-Olu has so many successes and landmark achievements to show for the mandate he got from the electorates in Lagos State, and as such deserves a renewal of his mandate.
He has certainly created value for the citizens by making life more comfortable with the giant leap in infrastructural renewal and the Lagos mega city positioning. Consequently, he is the chief helmsman that can be trusted with their mandate.
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