The Nation Newspaper

Category: Brand week

  • Brandmybox, Brandmybike patent to boost transit advertising’

    Brandmybox, Brandmybike patent to boost transit advertising’

    The   patent of Brandmybox, Brandmybike, Nigeria’s first out-of-home transit media advertising, will boost transit media advertising, the Managing Director, Strada Media, Amaka Okolo, has said.

    In a statement, she said the platform was a result of the organisation’s inventiveness and drive to provide advertisers with measureable, cost-effective means of taking their adverts to the target markets, especially in the prevailing recession.

    Okolo said the platform would ensure that brands did not lose touch with their consumers because of the high cost of advertising.

    Brandmykeke and Brandmybike were launched earlier this year. They offer deep brand penetration and stronger interaction with brands’ target audience.

    Brandmybox and Brandmybike platforms, Okolo said, would not only help brands to raise awareness and grow their businesses, it would also help brands cut through the clutter of traditional advertising to get their brands on the streets where their customers area.

    “The four-sided mobile billboard would also give brands the opportunity to define their preferred route – using a route plan, and target their customers by time and place, day or night with our friendly and professional riders, who can also help hand out flyers and promotional material to target customers within the defined routes,” she said.

    She further said Brandmycar has a full patent right for the Brandmybox and Brandmybike designs, with provisions to have trackers installed on the platform to give brands the option of tracking branded bikes to ensure measurability and maximisation of value.

    “At Brandmycar, the ultimate goal is to convert viewers into new customers. We provide all the gateways necessary to bring qualified leads to advertisers, offering automated lead capture from beginning to end in real-time. And advertisers can view the results of their advertising spend, and make informed adjustments to campaigns as needed,” she said.

    Okolo said the platform was very affordable for advertisers as they would only have to pay N5,000 per day to advertise on the Brandmybox platform and N3,500 per day to advertise on the Brandmybike platform. Brands can, therefore, take their campaign anywhere and everywhere irrespective of the route and street road network.

    She said platforms were designed  in Nigeria as part of Brandmycar`s commitment to use local resources, creating employment and empowering skilled metal workers.

  • NB launches Go Places campaign

    NB launches Go Places campaign

    Heineken in collaboration with Nigerian Breweries (NB) has kicked off Go Places recruitment campaign.

    The campaign, according to the company, is aimed at attracting ‘future stars’ of NB and Heineken brand.

    NB Human Resource Director, Victor Famuyibo, explained that Heineken, operating in 70 countries, is a brand with global heritage and finding the right employees is key to sustain the success.

    Hence, the campaign is fashioned to discover prospective employees with inherent values of the brand, who can competently fill available vacancies in the company across the world.

    His words: “Go Places campaign is a Global Employee Value Proposition campaign aimed at attracting potential hires and current employees for Heineken operating companies.

    “The campaign has two basic assets: The Manifesto and the Interview. The manifesto is a video, which provides an interactive experience that illustrates distinctive career prospects employee could expect from working at any Heineken company, while the interview consists of 12 timed questions designed to reveal the unique traits prospective candidates will bring to the Heineken world.

    “After taking the interview, a profile would be generated which is Heineken’s interpretation of the candidate strength and skill based on the response provided. The profile can thus be used to apply for vacancies in such area of strength and skill. Recruits should expect working experience in Nigeria and at any of the 164 Heineken Breweries located in 70 countries.”

  • DStv: Naira volatility may stir price increase

    DStv: Naira volatility may stir price increase

    The volatility in the foreign exchange (forex) market may induce increment in DStv subscription price if not tamed by the government, the General Manager, Sales and Marketing, Multichoice, Martin Maputo, has said.

    He spoke at a briefing in Lagos.

    Maputo said DStv was trying to avoid any price increase but rather concentrating on upgrading its contents across all bouquets.

    However, he said if the government failed to curtail the forex crisis which has made it more expensive for the company to buy foreign content, especially English premiership, among others, it might be forced to consider price increase.

    “Most of the content we buy, such as EPL, others from abroad is dominated in pounds, dollars. So, we are not only operating in the market, but also respond to the market. At this stage, we are trying as much as we can to avoid any price increase but if there is nothing done to curtail the forex issues, we might be forced to increase,” he said.

    Meanwhile, Maputo said DStv has launched new value propositions to subscribers of DStv Premium, Compact Plus, Compact, Family and Access bouquets.

    “Starting  November  1, 2016, DStv will add three new HD channels for DStv Premium; DStv Compact Plus gets a major revamp with additional premium-content channels. Subscribers will enjoy massive content upgrade on all DStv bouquets including varied and quality channels that the whole family can enjoy. This latest move is in line with the company’s promise of putting its customers at the heart of the business,” he said.

    According to Maputo, in the last nine months DStv has delivered the world’s best football leagues to DStv Compact customers (February) followed by the DStv price freeze in April.

    “DStv is combining more quality and variety to its bouquets to ensure everyone has access to the best family entertainment at a price they can afford,” he said.

    He said further that the price reductions in DStv state-of-the-art decoders – Explora and HD Zapper – would ensure that great family entertainment is available to everyone at the most affordable price.

  • Investcorp rebrands

    Investcorp Medicare Limited, a national health maintenance organisation, has changed the name of the company to Wellness Health Management Services Limited for better service delivery.

    The change was announced at a press briefing at Wellness Health Management head office, Gbagada Phase II, Lagos, by the Executive Director, Wellness Health Management Services Limited, Mrs Adetutu Afolabi.

    She said the reason for the decision to change the name of the company was to rebrand, reposition and excel in the role of providing quality healthcare solution Investcorp Medicare Limited was known for since its inception.

    She further emphasised that the organisation’s new name is accompanied with a wide range of improved healthcare services designed to meet the needs of every client. She said: “We work with our corporate partners through the development of innovation and high quality healthcare solution that offer them superior service experience, more convenience and flexibility which ensure that they derive maximum value for their money.

    “As an innovative Health Insurance organisation, we offer our customers a world of unique benefits because we know that our clients deserve only the best even beyond the basic healthcare cover. Some of these benefits include, but not limited to flexibility, which ensures that clients can change their hospital/service providers and also upgrade their health plan benefits at any time during the policy period.”

  • Africa’s clipper’s market worth €200m

    The clipper market in Africa has been valued at about €200 million with Nigeria accounting for a major share of it, selling 3.5 million units, said Philips Africa.

    This figure emerged at the launch of Philips Africa brand of clippers for the African market in Nigeria.

    During the launch at Protea Hotel, Ikeja, Lagos, the company said the new clipper was launched after a four-year research in several markets across sub-Sahara Africa.

    It added that the new Philips African clippers were designed to offer a more effective and precise haircut without the risk of cuts, rashes or bumps.

    “The Philips clipper was developed and extensively field tested, taking into account the core concerns that came out in the research- mainly the need to get that clean shave feeling, but to avoid the scratches, cuts and bumps that sometimes develop on the skin,” General Manager, Philips Personal Health, West Africa, Chioma Iwuchukwu-Nweke, said.

    The two clippers launched by Philips are Philips Clipper Pro,  ideal for professional barber styling and Philips Clipper Home, designed for personal use. Both products have been launched into the premium category of the clipper segment and would be contending with other market leaders.

    “Yes, there is load of competition out there. But we intend to beat competition. We have spent lots of time on research, finding out what the market wants. We know the market wants more, that is why we produced the Philips clipper.

    “Some clippers out there will give you the perfect precision, but  they cut the skin. Some are gentle on the skin but don’t give precision. But Philips is offering the best of both worlds. That is why we say ‘cut your hair and not your skin,” Nweke said.

  • ‘Global partnership vital to agencies’growth’

    It is  necessary for agencies to look for other global  counter-parts to enable them attain their vision, the Group Managing Director of Noah’s Ark, Mr Lanre Adisa, has said.

    Citing the decision of Noah’s Ark to partner Dentsu Aegies Network (DAN), a leading global advertising firm, he said it was pertinent for agencies yearning for growth and global recognition to get out of local market through affiliation whose partnership would enable them attain the vision for which such local agencies were set up.

    Speaking at the signing of a partnership agreement between Noah’s Ark Communications and Dentsu Aegis Network (DAN) in Lagos, Adisa said the decision of Noah’s Ark to go into partnership was informed by the need to further widen its horizon and entrench the young creative agency in the global advertising space.

    Adisa said the partnership would see Noah’s Ark being the creative partner to Media Fuse Dentsu Aegis Network (MFDAN), consisting of the  global agency, DAN and its local media affiliate, the Media Fuse.

    He explained that the agency had been able to achieve milestones since it was set up eight years ago, one of  which was being the first agency in the country and West African sub-region to be featured in the renowned Lurzer’s Archive, in 2012.

    He, however, expressed the belief that the agency’s partnership with DAN, would go a long way in enhancing the global status of the agency and help DAN establish its presence in the local advertising space.

    “Dentsu is one of the top global holding companies in the advertising world. It is on record that it is the fastest growing of our top players today. Right from our first contact, we were humbled by their respect for our brand.

    “With this affiliation, we will be having Media Fuse Dentsu Aegis Network (MFDAN) as our media partners while we also become their creative partner in this market. For our clients, this amounts to having the best of both worlds,” he added.

    Chief Executive Director, Sub-Saharan Africa, Dentsu Aegis, Mrs. Dawn Rowlands, said the choice of Noah’s Ark Communications was informed by the level of energy of the Noah’s Ark’s team, its cohesiveness and the availability of an environment that drives creativity.

     

  • GOtv starts customer fair brand activation

    GOtv starts customer fair brand activation

    GOtv has kicked off its customer fair brand activation in Port Harcourt to commemorate its fifth anniversary.

    Beyond the entertainment created for the event, GOtv also used the occasion to attend to customers’ complaints relating to hardware or service issues, using its GOtv clinic to provide such services at the venue of the event.

    The pay TV led its brand ambassadors, Daddy Showkey, Mr Ibu, Aki, Pawpaw, Helen Paul and Oritshefemi, to make the fair exciting and fun-filled.

    Also, it recognised dealers and sales agents at the event.

    With music provided by Naija FM’s DJ Kentalky, comedians Helen Paul and MC Acapella were the hostess and host.

    GOtv subscribers could not help, but hit the dance floor when Oritshefemi and Daddy Showkey took the stage at different times during the event and performed their older and newest songs.

    “One striking thing about GOtv is the refreshing and exciting content. The picture quality and sound clarity are outstanding. Customer relationship is superb. You feel loved when a customer care representative calls you to serve you,” a subscriber, Ada Obi said.

    According to the brand handlers, the customer fair train will move to Enugu on October 15, Ibadan on October 22, Abuja on October 29 and Lagos on November 5.

  • CHI reiterates commitment to youth development

    Chi Limited has said its partnership with King Jaja Hall of Residence at the University of Lagos for its Hall Week was to engage a critical segment of its consumers and support youth development initiatives.

    The partnership is coming a few weeks after the company  supported the university‘s Marine Football Club and the Lagos State Principal’s Cup, one of the biggest grassroot football competitions in Nigeria.

    Inuagurated in 1974, King Jaja Hall is said to be the most famous and prestigious hall in the university and home to over 1,000 students. Its Hall Week activities are annual events that round up the session, which ease academic stress and give opportunities to residents to showcase their talents and socialise with one another.

    Chi Limited, through this partnership, seeks to sustain the brand equity of its Chivita 100 per cent.

    The Chairman, King Jaja Hall, Taiwo Ibrahim Abiola, thanked the management of Chi Limited for coming on board to add excitement to the Hall Week.

    He said: “For a company with a reputation for supporting youth development initiatives across Nigeria, the partnership with King Jaja Hall by Chi Limited to celebrate our weeklong activities comes as no surprise.”

    Also, the Chi Limited’s Managing Director, Deepanjan Roy, said, “our youths are key to our future and we need to do everything we can to help them achieve their full potential so that they in turn can do their own bit to help shape and share in our future success”.

    “For us at Chi Limited, we shall continue to offer the best there is in fruit juices, dairy products and snacks for their wellbeing whilst supporting positive initiatives to ensure an all-round development for the youths,” he said.

  • Changing world of consumers

    Changing world of consumers

    The world of consumers is becoming more complicated for marketers to understand. At a recent roundtable in Lagos, organised by a marketing research firm, KantarMilwardbrown, participants said advertisers and brand handlers needed to retool to understand consumers’ ever-changing lifestyle, writes ADEDEJI ADEMIGBUJI.

    The world is becoming mobile-centric, and the remaining personal computer markets are slowly migrating to mobile. For marketers and brand strategists, this is an ominous sign in a sector still driven by traditional creative thinking.

    In an attempt to build brands, most players still resort to old ways of pushing their brands in an era where consumers have become more sophisticated as their exposure to technology now defines how they relate with brands.

    At a roundtable in Lagos, by KantarMilward Brown, a global marketing and advertising research firm, experts came up with ideas for Nigerian brand and marketing managers, both from the agencies and client’s side, on how to relate with the changing world of consumers. This  is in order to connect with them to enhance returns on investment (RoI).

    On the occasion, the Chief Client Officer, Consumer Insights at KantarMilward Brown, Karin Du Chenne, said the market realities demanded stakeholders to understand the fact that today’s connectivity is reshaping consumers, commerce and content. Noting that marketing to consumers is now tougher, she said there was increased pressure on pricing and more competition.

    With low hurdles for new entrants into the market, consumers are now more empowered because of access to technology.

    Chenne said these have given rise to a range of new business models such as e-commerce and other technological-driven platforms that compete with traditional market.

    She said the models had elicited new experience among consumers who yearn for convenience. Rather than sending emails to make enquiry at far-reaching locations, consumers through their mobile devices just need a click and data on their phones to make purchases and sell.

    “Mobile connectivity has helped emerging markets to catch up rapidly. As expected, younger people remain the most connected. In an era of micro-moments it is important for brands to be a part of the conversation and be consistent across touchpoints,” she said.

    Chenne said further that brands and marketing professionals should expect such changing consumer behavioural pattern in a market that has reached maturity such as Nigeria’s, in which digital/social media is a daily habit with Lagos leading the way in digital/social.

    “As markets mature, consumers become more diverse in their digital behaviour,” she said.

    Experts also said there was a need for brand builders to understand media content consumption pattern among consumers. This is necessary to ensure designing a message that not only connects, but delivers RoI.

    The Global Brand Director, Link, KantarMillward Brown, Daren Poole, said agencies and advertisers should do research to find the missing link between their brands and the target market. While emphasising the role of creativity, he said the truth was that advertising and media content must deliver RoI. “Brands and ads need instant meaning,” he said.

    The Chief Executive Officer (CEO), Kantar Africa & Middle East, Charles Foster, said there was a need for market operators to embark on consumer research to understand the changing lifestyle of consumers.

    He,  however, said advertisers and their agencies should not be afraid of cost of data collection.

    He said: “Data source agnostic will drive down data collection costs and change the skill sets in the industry.”

    KantarMillward Brown Nigeria Managing Director, Mrs. Ugo Geri-Robert, said research was key in building brand, adding that technology plays a big role, and that consumers have become more powerful with the use of technology.

  • Largest LED advert screen unveiled

    Maryland Mall has inaugurated a light-emitting diode (LED) advertisement screen described as the the largest in sub-Saharan Africa and the 50th in the world.

    Accordingly, it took Purple Capital Partners Limited about 18 months to finish the mall, which sits on a land size of 7,700sqm and funded by Stanbic IBTC and Axa Mansard.

    Also, it was learnt that the firm mounted the largest LED billboard measuring 60 metres long and nine  metres high within three months, believing that the board would offer brands great value.

    The LED screen is a major attraction and has features such as a Twitter fountain scroller, video playback capability and a Feedticker.

    Media said these would make the LED a socially-interactive board and one advertisers could utilise for full engagement of the public.

    The managing partner at Purple Capital Partners Limited, Olaide Agboola, said the platform would be a major advertisement point for biggest brands in the country.

    He said Stanbic IBTC, which funded  the mall, has taken a slot on the screen. “We have other strong brands and we are having discussion with others to come on board,” he said.

    Agboola said research revealed that over 5500 vehicles passed through the axis in all directions every hour, adding that this would attract as many eyeballs as possible, which is the traffic that most brands are yearning to have.

    He said: “In every sense of it, the exposure every brand will get is quite significant. This is clearly a major hub for any advertising activity.”

    Explaining whether Purple Capital, which is not an advertisement agency, would contract the board to an  agency for  management, Agboola said the company hoped to continue to get technical support from Rotter Panel in Holland, the suppliers of the board while there would be local training and self-marketing of the board by the company.

    “We want to make sure that every business can negotiate directly to get on the board,” he said.

    Also speaking, Tosin Oshinowo, the architect of the building said the big screen was part of the plan from the beginning. She said the whole planning was for horizontal and vertical revenue opportunity.

    The Chief Executive Officer,  Stanbic IBTC, Sola David-Borha, commended Purple Capital for its discipline and focus. “This successful delivery of the Maryland Mall project showcases the fact that domestic investment fuelled by the indefatigable spirit of Nigerian entrepreneurs is key to driving social harmony and national economic growth,”

    In the same vein, the Chairman, Purple Capital Partners Limited and Capital Bancorp Ltd, Omotola Mobolurin, expressed delight on the completion of the building on time.