How brands leveraged on Nigeria’s 57th independence celebrations
By Azeez Disu
It was William Bernbach, the late American advertising creative director, who once said, “Nobody counts the number of ads you run, they just remember the impression you make”.
The quote explains the importance of impactful ad messages to brand’s bottom-line. Nigeria’s 57th Independence has come and gone but the footprints that some brands left have impacted meaningfully on their equity in the competitive marketing landscape.
Independence Day (October 1) in Nigeria is that day of the year on which citizens, filled with joy and renewed hope, reflect on the country’s freedom from British colonial rule. Brands very well understand these emotions and know how to leverage these to their advantage.
Significantly, this year’s celebration, the 57th in the series, coincided with the period when the country officially exited recession, according to National Bureau of Statistics’ (NBS) report. Brands, as they are wont to, deployed series of price slash and other strategies and offerings to capture customers’ attention during the period. Infinix Independence Promo, Air France and KLM Nigeria Independence Day promo tagged ten57, among others, recorded high patronage; the reason being that consumers’ purchasing power had begun to gather momentum.
Consumers were rewarded for their loyalty. For example, Infinix rewarded 21 customers for purchasing the Infinix Note 4 and Note 4 pro with 14 standing fans and seven 43-inch television sets. Wakanow, offered 57% discount on all bookings done on its site as flight deals.
E-commerce companies, Konga and Jumia also offered discounts to customers. For Tecno Mobile, it embarked on a 5-day bumper price slash for its device alongside free gifts.
In the same vein, some brands embarked on corporate social responsibility (CSR) initiatives to commemorate the event. Indomie Independence Day Awards (IIDA), an initiative by Dufil Prima Foods Plc, makers of Indomie noodles, which celebrates physical, social and intellectual bravery among children, is one of such. The 10th anniversary of the initiative also coincided with the 57th independence and, as such, 10 children were rewarded with millions of Naira worth of scholarship.
Similarly, Airtel partnered with Banana Island residents to host a cultural festival on Independence Day. The telco gave out free Mifi, router and a Smartphone to commemorate the event.
Meanwhile, MTN celebrated Nigeria’s independence anniversary with global rendition of Anthem, using a global choir organised over the social media. Participants joined the event using the hashtag #YelloCompatriots, with singers dressed in the national attires, waving flags, alongside MTN ambassadors, at MTN offices nationwide. The brand also gave free 300Naira Airtime to its subscribers.
It is worthy of note that the independence also coincided with the period that the country’s political gladiators and other stakeholders were calling for restructuring, amidst calls for secession in the South East, Boko Haram insurgency in the North East, Militancy in the South-South, hate speeches and other issues threatening the oneness of Nigeria.
So, to achieve top-of-the-mind awareness for their brands and connect with Nigerians during the period, brands with their ad messages across the mass media urged citizens to pray, seek for peace, love, unity, growth, development and prosperity for the country.
From the financial sector, telecommunication, Fast Moving Consumer Goods (FMCG), and others, the messages were similar across the mass media. Their advertising agencies churned out inspiring messages and well thought out copies.
A look at some Nigerian newspapers, Thisday, The Punch, The Guardian, BusinessDay, Tribune, Vanguard, Sun and others revealed that brands like GTBank, Zenith, Diamond Bank, Fidelity Bank, First Bank, Peak, Euro Global Foods and DistilleriesLlimited, ExxonMobil, and MTN had high visibility across the print medium during the period.
Fidelity Bank advert reads: “One Nation bound in freedom, peace and unity. Happy Independence Celebration from all of us at Fidelity Bank”.
For FCMB: “Oh God of creation direct our noble cause, guide our leaders right, help our youth the truth to know in love and honesty to grow and living just and true, great lofty heights attain. To build a nation where peace and justice shall reign. Happy Independence Day. From all of us at FCMB.”
That of GTB was: “On this special Day. We honour the labour of our heroes past and celebrate our collective resolve to build a nation bound in freedom, peace and unity. Happy Independence Day”
Total’s advert reads: “Happy 57th Independence Anniversary! Our diversity is our strength. United in purpose and aspirations, we shall together build a great nation. Happy Independence, Nigeria!”
MTN used a flashback picture of 1996 Olympic winners, the Nigerian Dream Team when they won Gold. Inscribed on the picture is “On this day, we were ALL Nigerians”.
Meanwhile, Eko Electricity Distribution Plc (EKEDC) felicitated with the message, “Toast to Nigeria at 57. We rejoice with the government and good people of our dear nation, Nigeria on this occasion of our 57th Independence Anniversary. As we once again gather to celebrate our sovereignty as a nation, may the light of love, unity and common will continue to shine and radiate over our land even as we surmount all national challenges. Congratulations Nigeria!”
Lafarge used a quote from loowa Koyenikan to commemorate the event. “Your pride for your country should not come after your country becomes great. Your country becomes great because of your pride in it”.
For Peak milk: “Uniting Nigerians since 1945. Here’s to 57 years of the freedom and power to do more. Happy Independence from all of us at peak”.
Nigeria flag is still flying higher despite the challenges which the country has faced. More brands are trooping into the country. The future looks bright has competition in various sector is becoming intense, a great news for customers, as they look to pick out of numerous alternatives.
President Muhammadu Buhari in his presidential broadcast to the country on October I, 2017 said “Nigerian Independence day remains a special date for all Nigerians as this marks the day when we attained one of the most precious of human desires — freedom. Over the years the country has gone through trials and tribulations, but October 1st is always a day for celebrations. It is a day for thanks giving, reflection and re-dedication”.
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