The Nation Newspaper

Category: Brand week

  • Val Day: Close Up launches game for consumers

    Val Day: Close Up launches game for consumers

    Close Up, a premium brand from the stable of Unilever, has launched a new campaign, Cupid Games, to win over the youth.

    The Cupid Game, which signed on A-list musical stars Yemi Alade and Davido as campaign ambassador for the game, is expected to challenge young people to express themselves to loved ones without feeling timid.

    During the launch, Davido and Yemi Alade demonstrated how the game could be played before a participatory observation by The Nation.

    Top 10 creative participants will be rewarded with exciting prizes like Beats by Dre headphones and get invites to cupid games grand event where they get to hang out with Davido and Yemi Alade.

    The grand prize winner will go home with a brand new MV Agusta Brutale 800cc power bike, second and third will get a pair of personalised Apple Mac Books and Ipads respectively.

    The Brand Building Director, Unilever Nigeria Plc, Mr David Okeme, during the launch said Cupid game is an engagement platform by Closeup for young adults to connect and show their loved ones how much they care, especially at valentine.

    Also, the Category Manager Oral Care, Oiza Gyang, added that Closeup Cupids Dare Game is a conversation starter meant to get people closer while demonstrating the extent they would go for love.

    Closeup over the years has been able to reinforce its understanding of Nigeria’s oral care needs and re-state its commitment towards sustaining its position as the best oral care product in the market.

  • Their advert style, their strength

    Their advert style, their strength

    Lagos State All Progressives Congress (APC) governorship candidate Akinwumi Ambode and his Peoples Democratic Party (PDP) counterpart Mr. Jimi Agbaje have been trying to outdo each other in their ongoing campaign for the exalted seat. They are exploring different creative tools in their campaigns, reports ADEDEJI ADEMIGBUJI.

    A campaign advert contains what a candidate wants to share with voters. It is to get those who share his ideas to support him. The message often consists of several talking points about policy issues.

    The points summarise the main ideas of the campaign and are repeated frequently to create a lasting impression on the voters.

    In many elections, the opposition party tries to get the candidate “off message” by raising issues not related to the talking points. Most campaigns prefer to keep the message broad in order to attract potential voters.

    A message that is too narrow can alienate voters or slow the candidate down by trying to explain details.

    In the 2008 American presidential election, John McCain originally used a message that focused on patriotism and political experience. The short and crisp message was Country First. It was later changed to shift attention to his role as: “The Original Maverick” within the political establishment.

    President Barack Obama ran on a consistent, simple message of “change” throughout his campaign. However, even if the message was crafted carefully, it does not assure the candidate victory at the polls. For a winning candidate, the message is refined and then becomes his or her’s in office.

    In the ongoing electioneering in Lagos State, the All Progressives Congress (APC) governorship candidate Mr Akinwunmi Ambode has shown is keeping the discussions cerebral and issues-based.  This is evident in his radio and television commercials.

    In the commercial with a simple theme message, “Believe”, Ambode rallies people to believe in Lagos as the place where they can play their part and fulfil their potential. Boasting an intimidating array of leading Nollywood actors including Desmond Elliot, Funke Akindele, MI, Banky W, Yemi Alade, Uti, youths, professionals, traders and artisans, the commercial takes the word “Believe” to a whole new level.

    The campaign presents people of different social strata: youths, professionals, artisans, parents, leading artistes, traders, key opinion formers from diverse ethnic backgrounds expressing their aspirations, belief in Lagos. The main character, Ambode, however, did not differ: “I believe together we can build the Lagos of our dreams.”

    Pictured as a core democrat, Ambode rallies the people, singing, “I believe in the power of you and I. I believe together, we’ll fly. I believe in the power that comes from a world brought together as one.”

    To connect with the youth demography, Ambode’s campaign song explores ‘emotion’ to win the youth, particularly the students into his vision. The television commercial opens with an undergraduate who focuses on achieving her potentials through academic success. The female cast voices her belief: “there comes a moment when my heart must choose on this great path I’ve chosen. Like a house that is a home. Sometimes I feel like it’s not enough and I know that we can’t give up. You’ve willed me to be all I can be. Now nothing can stop me.”

    The commercial also enlightens electorate on the need to vote wisely and present people of different social classes in Lagos, their aspiration and belief in Lagos.

    “This is the moment we have dreamed of all our lives.” She swiftly focuses on fellow youths with the lyrics: “We’ll be the change we wish from others; we’ll stand tall for what is right. And in my heart, there’ll be no doubt. The arms of the world will come reaching out; and embrace me to be all I can be! Now nothing can stop me!,” the Female voice sings.

    However, to re-connect audience to Ambode’s agenda for the state, she thumbprints her belief: “I believe Lagos is the place, where I can achieve my full potential” and some professionals join her to sing the theme song with her: ‘I believe Lagos gives me the best opportunities.’ These groups were later joined by an upcoming guitar-clutching musician who jumps-off a tricycle, popularly called, “Keke Maruwa” and also declares ‘I believe Lagos gives me a stage to conquer the world.’ The campaign also delivers key promises in the areas of youth development.

    Traders and artisans take turns to express. With the fact that Ambode is contesting under the platform of the ruling party in the state, the campaign ads raises issue of continuity considering the number of big projects such as Eko Mega City among others, which will enhance the profile of Lagos state across the globe.

    With the cosmopolitan nature of Lagos, the commercial shows an Igbo man saying “Nna men! I believe Lagos is a place where you can come from your village and make it big!” Also, an Hausa brother choruses “Walai, I believe Lagos is a place where you can do your business and practise your religion with peace of mind.”

    The campaign also explores celebrity endorsement model to deepen Ambode’s campaign messages as celebrities express belief in their special areas ranging from arts, entertainment, youth empowerment, guarantee for children’s future, qualitative education, peaceful coexistence and individual aspirations. One of the celebs, Banky W says: “I believe ain’t no party like the Lagos party. Turn up!”

    For Jimi Agbaje, the campaign commercials explore various musical genres such as Hip Hop, Fuji and Juju to drive his campaign promise using English language, Pidgin English and Yoruba as a means of communication. The campaign songs come in various headings as sub-theme of the central campaign direction: “Bold Ideas and New Opportunities.”

    In one of his campaign adverts, Agbaje’s creative team shows their candidates vision for the education sector and his deep concern for moral decadence.  Little wonder, it explores a child cast who admonishes other children to listen to their parents in order for them to become worthy leaders of tomorrow. In the introductory part of the English version, the child cast urged the parents to vote Agbaje on the promise of good education. The campaign ads also reveal Agbaje’s intention to transform Lagos under another sub-theme.

  • Cause marketing: Taking social issues a notch higher

    Cause marketing: Taking social issues a notch higher

    ‘Hope Rising’, a cause marketing by FirstBank Nigeria Plc, aimed at helping people living with Down Sydrome, has ended. More firms are embracing the initiative to give back to society, reports ADEDEJI ADEMIGBUJI.

    Cause marketing is becoming a trend among top brands to help address some social problems. It is an initiative under which corporate brands spend part of their marketing budget on a campaign with a theme of social relevance. The aim is to raise awareness about social issues.

    It is often deployed by the fast- moving consumer goods sector but banks are now also embracing it to build their goodwill. “Unlike corporate giving or philanthropy that involves a specific donation that is tax deductible, cause marketing is a marketing effort that sustains relationship that is not necessarily based on a donation. It’s an investment on social causes in the market where you operate and enjoy great marketing deals. It is becoming a fad among private companies in Nigeria,” says Boye Omotoye, a brand communication/Corporate Social Responsibility (CSR) expert.

    Last year, FirstBank kicked off a cause marketing campaign tagged Hope Rising. Its Head, Marketing and Corporate Communications, Folake Alli-Mumuney, explained why the bank invested on this  campaign. She said it was created to sensitise the public on the plight of people living with with Down Syndrome and engender positive social transformation.

    Though it is relatively new in Nigeria, it has enjoyed acceptability globally for four decades. The first known case of cause marketing in the United States was in March 1974 when Carr & Associates International, a United States (US)-based tax and financial consulting firm, was formed by John T. Carr to “give back” to society by engaging in charitable causes and businesses to support each other.

    The organisation was promoted by Carr; it focused on enlisting businesses to give back referral fees on what they should have spent on marketing; and direct those funds toward the charitable cause of the buyer.

    FirstBank kicked off its Hope Rising campaign on radio with 13 episodes. The programme, which took off on September 2, last year, aired on Rhythm 93.7 Lagos on Tuesdays ( 9 – 9.15am) with repeat broadcast on Fridays (9- 9.15am). It ended in November.

    According to Alli-Mumuney, it was designed to give hope and add value to its diverse stakeholders. She said the campaign highlights the challenges of Down Syndrome and explores efforts at combating the disorder, through advocacy and public enlightenment.

    She explained that the disease was selected by the bank, based on its enduring deal with the Down Syndrome Foundation, which began in 2009.

    She said the Foundation was established in 2001 to champion the cause of people living with the disorder but have not been able to  tackle the misconceptions associated with it, due to its little knowledge by the public.

    Some of the objectives of the campaign, Alli-Mumuney explained, include engaging stakeholders, such as the government in promoting awareness, advocacy and education on the Down Syndrome disorder, developing and nurturing a culture that promotes the employment of preventive measures, as well as the importance of treating the down syndrome.

    For instance, all the episodes educate the listeners on the disorder through the various characters used in the drama series.Greg and Maryam, the major characters in the first episode of the series, typify the average couple through which most of the information about the disorder is disseminated. Through the couple, the listener is informed that contrary to the notion about down syndrome being a disease, it is actually a genetic condition that causes delays in the way the child develops both mentally and physically.

    With an attempt to demystify the disorder, the radio campaign explores education as one of the pivot on which Hope Rising delivered the campaign message to enhance impact. “Hope Rising educates on the disorder and called them to action on the need to go for regular checkups to ascertain the health status of the unborn child on time,” she said.

    Also, GTBank has been investing in campaigns to educate people on autism – a neural development disorder that impairs social interaction and leads to repetitive behaviours. Autism, like other challenges, arises from insufficient development of a child’s physical, emotional or intellectual capacity.

    GTBank, however, launched a yearly Autism Support Initiative tagged GTBank Orange Ribbon,  aimed at creating awareness for this condition using various foundations who have expertise in autism to drive the campaign.

    The recent interest in cause-related marketing may have stemmed from American Express, which coined the phrase in 1983. Following various pilot schemes in 1981, American Express developed a campaign, which donated funds to some non-profit organisations as part of the San Francisco Arts Festival.

    Essentially, every time someone used an American Express Card in the area, a two cent donation was triggered and each time new members applied for a card, a larger contribution was made. The marketing goals that American Express had for this programme were exceeded. Card use was reported as having increased significantly and relationships between American Express and their merchants also improved as a result of the promotion.

    Citing an IEG, Inc. study, $1.11 billion was spent in 2005, an estimated $1.34 billion in 2006, $1.44 billion in 2007 and $1.52 billion in 2008 and $1.57 billion in 2009 as total marketing budget for cause marketing across the globe.

    Experts believe that this is so because “cause-related marketing is a useful marketing tool that business and non-profit organisations are increasingly leveraging.”

    Also, according to the Cone Millennial Cause Study in 2006, 89 percent of people (between ages 13 and 25) would switch from one brand to another brand of a comparable product (and price) if the latter brand was associated with “good cause”.

    The same study also indicated that a significant percentage surveyed would prefer to work for a company that was considered socially responsible.

  • Nigerian Idol 5 unveiled

    Nigerian Idol 5 unveiled

    Optima Media Group and Etisalat Nigeria have unveiled the season five television reality, Nigerian Idol.

    The Executive Director of Optima Media Group (OMG), Nigerian Idol franchise owners, Mrs. Ugochi Pedro, said the reality show has established its mark as a leading talent hunt platform that provides  opportunities for budding music stars to be discovered and nurtured for stardom.

    “For five years, we have been on this interesting journey of changing lives and helping people achieve life dreams. The key thing for us is to see these discovered talents become the real stars they are designed to be. We are taking this commitment to a new level this season. Nigerians can expect many exciting moments ahead,” she said.

    Also, Etisalat Director, Brands and Experience, Mr. Enitan Denloye, described this edition of the Nigerian Idol show as “a season of differentiation” that will raise the bar in the show.

    Meanwhile, three judges have been appointed for the season. They include Afrobeat star, Dede Mabiaku; vocalist Yinka Davies and R’n’ B crooner, Dare ‘Art’ Alade.

    The winner will get N7.5 million, a brand new car, a recording deal worth N7.5 million and some electronic devices.

  • ‘How to drive customer loyalty’

    ‘How to drive customer loyalty’

    The success of many global brands has been traced to creating attractive partner and customer value propositions using effective communication.

    The publicity and goodwill generated around the recent partnership between Chivita 100 per cent and Manchester United Football Club is a testimonial to how effective communication strategies have not only endeared consumers to the fruit juice, but also helped increase its sales.

    Brand observers said the deal has boosted Chivita’s growth, especially with the level of deployment of online, television, print and outdoor campaigns.

    From reviews of the partnership in the media and on prominent billboards and Rapid transport buses, expert said the strategy has been effective in creating and sustaining brand loyalty.

    This is also being measured social media; for example, the Facebook. “Communication of the partnership has ensured that the number of likes on the page crossed the 200,000 threshold and is approaching 250,000,” Chivita brand handlers said.

    According to its Head of Marketing, Probal Bhattacharya, the company developed a communication strategy for publicising the partnership which has been effective.

    “For us at Chi Limited, our style of placing premium on our consumers cannot be compromised and it drives the way we engage with them through advertising strategies that are informative, exciting and rewarding.

    ‘’We embarked on the journey to adopt a 360 degree marketing philosophy and engagement platforms that are veritable and accessible to our consumers. We are happy that through the communication mix deployed in the campaign, the consumer response has been very encouraging,” added Bhattacharya.

  • Apple’s smart watch excites c

    Apple’s smart watch excites c

    Apple’s forthcoming smart-watch has a major advantage: It will provide at first glimpse how businesses can serve up ads on the watch.

    But business owners will have to wait for it for a while as it will not be available until later in the year.

    However, the same qualities that render the watch exciting to Madison Avenue, such as the ability to detect customers approaching a store and to zap an ad directly to their wrists, also risk alienating those customers.

    The United States’ mobile-marketing firm, TapSense, has planned to unveil the watch at the Consumer Electronics Show (CES) in Las Vegas.

    Apple declined to comment on the use of its watch by advertisers, and will not attend the show. But many companies that make devices and services around Apple products will be there, including those working with WatchKit, a software-development tool Apple released in November, which allows developers to build watch-tailored applications.

    With that tool, developers are devising Apple Watch ad formats, including interactive wallpapers, on the watch dial with brand logos and personalised clock faces, according to TapSense’s Chief Executive, Ash Kumar.

    His product helps developers to insert ads, bought and sold in those apps.

    The watch’s main screen allows the display of several tiny icons, including those for email, weather, time, and a few favourite service and retail apps.

    Businesses could use those apps to notify customers of special deals, but only within already-opened apps, Kumar said.

    Otherwise, the vendor risks annoying consumers by introducing an ad that is out of sync with whatever they are doing.

    If a consumer is using a transit app on the watch to monitor delays, for example, an advertiser could insert a marketing offer that would light up on the watch face for a ride-sharing service or a deal at a coffee shop nearby, Kumar said.

    But moderation is key. Push notifications and banner ads on smartphones can be turn-offs. Some marketers advise avoiding showing ads to users, who click out of them or delivering the same ad too many times to any one user.

    “If it feels like your smartwatch is turning into a spam box, you will take it off,” said Padden Guy Murphy, who heads business development and public policy at car-sharing service, Getaround.

    The startup is exploring, using Apple Watch’s location-based features to target new customers. Apple has not added global positioning on the Apple Watch, but apps can track location as the device is tethered to a smartphone.

    If a consumer shows interest in an ad, such as raising the wrist for a better look, WatchKit allows for notifications that expand and take up more room on the screen. Conversely, a disinterested consumer could tap an “X” mark to exit the ad, Kumar said.

    Communicating through buzzing or vibrations is only available on Apple’s own apps on its wearable device.

    Whether Apple scores a hit with its upcoming Apple Watch and creates a new mass-market category remains unclear. Venture capitalist, Fred Wilson, caused a stir last week by predicting that the watch “will not be the home run product that iPod, iPhone, and iPad have been.”

    But advertisers see potential. They, particularly, like a watch feature that Apple calls “Force Push” that activates when a user taps the screen with extra pressure, opening up a menu with up to four actions. They envision coupons that when tapped can show directions to a store, for example.

    Ad executives hope that the watch can overcome challenges that have prevented location-based ads from succeeding on mobile phones. Unlike on phones, users will not need to dig into a bag or pocket to see the ad. They will be right on a user’s wrist, in sight at all times, said Jeff Malmad, North American mobile director at media agency Mindshare.

    But to keep them effective, he added, consumers will need to opt for them, much as many consumers opt to receive email messages from various retailers.

  • Apple’s smart watch excites advertisers

    Apple’s smart watch excites advertisers

    Apple’s forthcoming smart-watch has a major advantage: It will provide a first glimpse of how businesses can serve up ads on the watch.

    But business owners will have to wait for it for a while as it will not be available until later in the year.

    However, the same qualities that render the watch exciting to Madison Avenue, such as the ability to detect customers approaching a store and to zap an ad directly to their wrists, also risk alienating those customers.

    The United States’ mobile-marketing firm TapSense has planned to unveil the watch at the Consumer Electronics Show (CES) in Las Vegas.

    Apple declined to comment on the use of its watch by advertisers, and will not attend the show. But many companies that make devices and services around Apple products will be there, including those working with WatchKit, a software-development tool Apple released in November that allows developers to build watch-tailored applications.

    With that tool, developers are devising Apple Watch ad formats, including interactive wallpapers on the watch dial with brand logos and personalised clock faces, said TapSense’s Chief Executive Ash Kumar.

    His product helps developers insert ads, bought and sold in those apps.

    The watch’s main screen allows the display of several tiny icons, including for email, weather, time, and a few favourite service and retail apps.

    Businesses could use those apps to notify customers of special deals, but only within already-opened apps, Kumar said.

    Otherwise, the vendor risks annoying consumers by introducing an ad that is out of sync with whatever they are doing.

    If a consumer is using a transit app on the watch to monitor delays, for example, an advertiser could insert a marketing offer that would light up on the watch face for a ride-sharing service or a deal at a coffee shop nearby, Kumar said.

    But moderation is key. Push notifications and banner ads on smartphones can be turn-offs. Some marketers advise avoiding showing ads to users who click out of them or delivering the same ad too many times to any one user.

    “If it feels like your smartwatch is turning into a spam box, you will take it off,” said Padden Guy Murphy, who heads business development and public policy at car-sharing service Getaround.

    The startup is exploring using Apple Watch’s location-based features to target new customers. Apple has not added global positioning on the Apple Watch, but apps can track location as the device is tethered to a smartphone.

    If a consumer shows interest in an ad, such as raising the wrist for a better look, WatchKit allows for notifications that expand and take up more room on the screen. Conversely, a disinterested consumer could tap an “X” mark to exit the ad, Kumar said.

    Communicating through buzzing or vibrations is only available on Apple’s own apps on its wearable device.

    Whether Apple scores a hit with its upcoming Apple Watch and creates a new mass-market category remains unclear. Venture capitalist Fred Wilson caused a stir last week by predicting the watch “will not be the home run product that iPod, iPhone, and iPad have been.”

    But advertisers see potential. They, particularly, like a watch feature that Apple calls “Force Push” that activates when a user taps the screen with extra pressure, opening up a menu with up to four actions. They envision coupons that when tapped can show directions to a store, for example.

    Ad executives hope that the watch can overcome challenges that have prevented location-based ads from succeeding on mobile phones. Unlike on phones, users will not need to dig into a bag or pocket to see the ad. They will be right on a user’s wrist, in sight at all times, says says Jeff Malmad, North American mobile director at media agency Mindshare.

    But to keep them effective, he adds, consumers will need to opt for them, much as many consumers opt to receive email messages from various retailers.

  • EXMAN goes tough on clients

    EXMAN goes tough on clients

    The President of Experiential Marketers Association of Nigeria (EXMAN), Kayode Olagesin, is not happy that multinational clients are yet to adopt the EXMAN code of practice to enhance marketing activation.

    As a result, he disclosed that the group is making efforts to correct all anti-practice conduct by multinational clients and every other group  practising experiential marketing illegally.

    “We are not reviewing the code but ensuring that every member of the Experiential Marketers Association of Nigeria (EXMAN) internalises it and knows the implications of breaching the code. Our aim is to turn it into a living document,” he said.

    Prior to this time, he said EXMAN had sent the code to all members to enhance a robust discussion on the code of practice. “We chose the association’s first annual general meeting (AGM) to do so. We believe that by discussing some sections of the code at this AGM, members who ordinarily wouldn’t have time to read would have done so consciously or unconsciously. To achieve this, we asked every agency to send participants to the AGM to look at some of the key issues in code,” he noted.

    Olagesin said the association has taken further step to integrate itself with other groups under Advertising Practitioners Council of Nigeria (APCON) in order to address issues such as product sampling children and brand ambassadorship. He said these aspects need to be governed by rules and companies are expected to abide by this when activating their brands.

    “The most important sections in the code, which we relate with on a regular basis, have been addressed with the President of the Association of Advertising Agencies of Nigeria (AAAN), Kelechi Nwosu, in attendance. Some of those issues are children sampling, event locations and brand ambassadors and so on. Most of us are not conscious of the fact that there are certain things that should govern children sampling and also how they should be engaged. Brand ambassador is another leg we need to seriously look into. Either as an ambassador or a consumer, there are certain rules that should govern that practice.

    “There is so much unprofessional practice in alcohol sampling that some of us are not aware of. Practitioners are doing sampling and all sorts of engagement in outlets they shouldn’t have. But it is our duty through the code to educate and enlighten them on how to go about it,” he affirmed.

    He also noticed widespread violation of certain code of practice in the area abuse of activation locations. “On locations in terms of where we do our activities, there are so many breaches at the moment. I don’t think it is right to do sports activation on a street side and after it the place is left littered. Most people don’t take issues of littering into consideration. People put up posters for an event and they are not mindful of the environment; for example, having alcohol activation close to a church, mosque and secondary or primary school,” he explained.

    Olagesin, however, hoped that at the end the clients will embrace the code as part of their marketing standards.

    “Clients would embrace it because some of the issues raised in the code are issues that they have also addressed in their own marketing standards. There is no reputable organisation that will not have its own marketing standards, the do’s and don’ts. We took inputs from some of those marketing standards that we see in our multinational clients and infused them into what we are doing.

    Speaking on what obtains in other markets, he said:  “We looked at the code in other markets as well.There are some things that apply to them that don’t apply to us. In some other countries, they don’t necessarily have to get bomb squads but here it has become something we take into consideration. Before, we did not worry about taking the temperature of people coming to events but today we look at it. Those are things we are taking into cognisance and say that our members need to be aware of these issues,” he said.

  • Lagos Countdown: Selling Bar Beach to the world

    Lagos Countdown: Selling Bar Beach to the world

    The Lagos Countdown, which ushers in a New Year, is not all about fun and razzmatazz. It is a tool designed by the state government to sell the Bar Beach to the world, reports ADEDEJI ADEMIGBUJI, who was at last weekend’s colourful events, which ushered in 2015.

    A true brand experience is more than an interaction, say brand experts. It is that moment in time when a customer not only sees the brand promise but is able to live it in ways that drive deep affinity and loyalty.

    At last Wednesday’s Lagos Countdown to usher in 2015 the state government explored this  tool to market the Bar Beach waterfront in Victoria Island, Lagos, as a world destination brand.

    To the event’s organiser, Lagos State Signage and Advertisement Agency (LASAA), there is more to the Lagos brand than the slogan, Eko O Ni Baje. Delivering the experience is what makes the slogan create an impact beyond the sloganeering. “When you ask executives this question, many say that branding is the best way to attract customers and foster loyalty. But there’s really more to the story. There’s actually a more effective way to attract and retain customers – and it has to do with the experience you deliver,” a brand expert who observe the Lagos Countdown, said.

    With the use of social media, CNN and other media channels to relay the experience of audience live at the Lagos Countdown, whose grand finale was held at the Bar Beach on cross-over night, the impact of the countdown in delivering what participants called “the Lagos Experiential marketing” cannot be undermined. “These experiences don’t just impact those individual in Lagos but also those who watched it on CNN, social media and more; those who came tell their friends and family. As one study found, traditional marketing activities often can’t match the power of these word-of-mouth recommendations-experiantial,” says an expert.

    As a result, the Bar Beach played host to an estimated 200,000 participants for 2014 edition of the countdown as against 100,000 recorded in 2013. According to LASAA, who put up the event for the Lagos State government, part of the aim of the countdown is to brand Lagos for global positioning in tourism with the aim of deepening its commerce.

    This aim appeared to have been achieved with the just concluded Lagos Countdown which according to report made available to The Nation, recorded trade and commerce transactions in excess of N2 billion between December 1 to the crossover night, December 31 through January 1, 2015.

     

    The experience

    The event explored music, christmas and New Year festive seasons, musical artistes and celebs to create a good experience about Lagos using the Bar Beach as the setting. An enchanting cascade of lights, fireworks and pyrotechnics, all combining to transform the entire Bar Beach, in Victoria Island, Lagos, into a melting pot of culture, entertainment, leisure and commerce.

    A participant in the countdown, Funmilayo Ademulegun, narrated her experience, saying she prayed to be alive, hale and hearty to witness the 2015 edition. Ademulegun said shortly after the crossover was announced with thunderous fireworks, she took some minutes to reverence God and thanked Him for all He has done for her in the course of the out gone year. Afterwards, she said she looked for a strategic location to enjoy the fireworks.

    “The dark sky became lit. The fireworks were coming round after rounds and it was splendid to behold. I cannot forget in a hurry the excitement that came with the fireworks, the music performance and the entire merriment will linger in my memory for the rest of the year,” she said.

    Also, a United State of America diplomat (name withheld) who was at the event described the grand finale of the countdown as “electric”. He said he would invite his family from to Nigeria to experience the next edition.

     

    Fashola’s dream about Bar Beach

    This, perhaps, informed the reason the Lagos State Governor Babtunde Raji Fashola’s clamour for repeat of the countdown every month.  According to him, “for me, the work is not finished. What we have done here for about a month now must now happen here, every month; from then on, every day. That is when the story will be complete. When there will be commerce and sport, when there will be signing, when there will be buying and selling and when the whole world will fly into this city and the state and to this country and say that I am going to Lagos State Bar Beach water front. That is the dream.”

    Fashola said the importance of the countdown is primarily to boost trade and commerce in the Bar Beach area where the annual event takes place and to make the area a globally acknowledged tourism destination not only for Nigerians, but for the entire people in the world.

    The governor who participated in many of the countdown events, including the sea food festival and the festival of light, said the standard of the countdown and its potential continues to improve, noting that the Lagos State Government aims to improve on the annual event until it becomes a daily affair.

     

    Sponsorship

    Fashola expressed appreciation to all the sponsors of the annual festival who believe in the dream.  “I must thank all our sponsors for their faith, for their trust and for their investment in our dream and this is an investment that I believe is yielding result not only by what I see but also by what is happening. A lot of enterprise, commerce is taking place on this 1.5km stretch and it’s been happening since the first day of December. We have had a fish festival here, we have had a big soccer event here and all of this is gone on. For me, this is a real economy. The economy, instead of giving our people a handout; through strategic thinking and partnership; we give them a hand up so that they can be whoever they want to be on their own efforts and their own initiatives. I want to thank all of you who have made it possible.”

    Just as expected and as reflected in the slogan for the 2014 event, “Lagos Countdown Like Never Before,” the Managing Director of Lagos State Signage and Advertisement Agency (LASAA), Mr. George Noah, had in several interactions with journalists said the slogan was carefully chosen because 2014 event “will surpass those held previously.”

    Noah noted: “When you put up a show of this magnitude, you consider the lighting, the fireworks, stage and the crowd. Our friends from the United States and the United Kingdom who partnered with us helped us with the lighting, stage setting and fireworks.”

    Due to the hype, the frenzy and smooth organisation of the 2014 countdown, the international community included Lagos among the top 10 tourist destinations for crossover events; even as the ground finale of the countdown featured on CNN for the first time.

    Lots of people travelled from far and wide to witness the crossover, even as they were thrilled with melodious music and great fireworks which lasted for about 25 minutes.

    Justifying the volume of capital which changed hands during the countdown period, George Noah noted that though the money didn’t come directly into the coffers of the state, it exchanged hands among Lagos residents and helped improve their lots as they participated in trade and commerce during the countdown. Also, lots of cash, it was gathered, exchanged hands in advertisement, trade and commerce, hotels and accommodations, transportation and movements etc.

    Speaking on the uniqueness of 2014 Countdown, Noah said: “Countdown is about commerce, it’s about brand development and the rest. 2014 is a unique countdown. We have almost four weeks to start our countdown but in other places, it is just once. New York does not feature 30 artistes; it is only in Lagos this happens.”

    In addition to offering a viable platform for commerce, he said the event encouraged brand development, job creation, leisure, entertainment and tourism. 2014 Lagos Countdown served as institutionalisation of an enduring crossover tradition that signified the end of one year and the celebration of the beginning of another in a splendid fashion.

  • Orijin safe for consumption, says Guinness

    Orijin safe for consumption, says Guinness

    Guinness Nigeria Plc has said Sodium Benzoate used as a preservative in Orijin, its herbal drink, is not harmful.

    During a tour of the Orijin Brewery in Ogba, Lagos Corporate Relations Director of Guinness Nigeria Plc, Mr. Sesan Sobowale, said the company met the certification for Orijin.

    He said Sodium Benzoate, used as a food preservative in some drinks, is not harmful. It was approved by the National Agency for Food and Drugs Control (NAFDAC), World Health Organisation (WHO), United States Food and Drug Administration Agency and other recognised agencies, he added.

    Orijin is made from herbs, fruits and alcohol.

    “We are assuring the public that the quality of Orijin is very good for the health of the consumers because Guinness has a stamp of quality on it. Orijin has been prepared to the highest quality standard and it has been certified by NAFDAC. The Director-General of NAFDAC during his inspection of the factory was impressed at the level of adherence to international standards in the production,”Sobowale said.

    According to him, the fact that Orijin clinched the 2014 ADVAN Awards for Marketing Excellence in the Innovation Category and the  Marketing World Awards for Excellence in Marketing Innovation show that the brand places premium on its consumers.

    On adulteration, Sobowale assured that Guinness Nigeria would stem the tide, noting that it is a global trend, particularly for brands that have recorded huge successes.

    “We have taken steps to build anti-counterfeit measures to combat adulteration, but it is obvious that you can differentiate original from fake when you see this product. Also, we have educated our distributors, retailers and bar owners on how to identify the fake. These are some of our precautionary measures since Orijin was introduced over a year ago,” he added.

    About 250,000 cans of Orijin ready-to-drink are pushed into the market daily, due to an expansion projects by the brewer.

    The company has invested N52 billion in expansion of its breweries in Lagos and Benin City.

    Guinness is a major economic player in Nigeria with interest in beer, non-alcoholic beverages and spirits.