When a Brand Latches unto a Social Currency to Rev Up Position

  • Written by O'Lekan Babatunde
  • Category: AdCrunch
  • Hits: 1048


Social currency is a common term that can be understood as the entirety of actual and potential resources which arise from the presence in social networks and communities, could be digital or offline.

A new campaign by X3M Ideas, Lagos, currently brings this issue to mind when it released a new campaign a couple of days back for its client, Etisalat. The new campaign tagged “You & Me” aims to further give momentum to the Etisalat EasyStarter package which currently boasts of new and enhanced propositions for current and potential users.

A brief gives an agency the opportunity to explore the whole wide world for prospects on how best to sell brand. It is known that there are a thousand and one ways to skin a cat! Therefore the challenge is getting one that resonates the most. So being on point, is a virtue. It is the litmus test which differentiates a good agency from a not too good one. As tedious as the work may be, sometimes it does not take rocket science to know commercial that resonates with the intended target market.

The decision to use a social currency to gain better attention and relevance for the repackaged EasyStarter in the campaign under review appears to have hit the nail on the head going by viral attention, rave reviews and talk value the TV commercial currently enjoys. The top of the minds awareness for the product has shot up within a few days of breaking the campaign.

The work is classic just as it is contemporary! To start with the story of the Francis Odega is an instructive lesson in the perseverance, hard work and staying in touch with the reality of the day. The hitherto unsung Nollywood personality has been in the industry for quite a while as one of the pioneers but with little or nothing to show for it. Three years ago, he shot a movie ‘Gerara Here’ yet the story wasn’t too different.

Mother luck however smiled on Odega and his movie when someone innocently cut a clip of the work and put it on social media – YouTube in particular and it went viral. This simple act changed the fate of the artist becoming one of the most talked about, a case of the forgotten stone suddenly becoming the head of the corner!

Scanning the environment and Spotting this talent as the lead cast for the commercial takes a lot of guts, professionalism and experience both the on sides of the agency and client.

Yes, Odega is a social currency, the strategic fit goes beyond this. Etisalat as a brand is revered and respected in the data segment of the market and it continues to push the envelope in this area. This aligns so much with the making of the Francis Odega as prod up by the social media. He has achieved stardom and relevance through data driven on-line or viral media.

The Obasanjo/ Jonathan era of unmitigated letters come to mind. Some advocated that Nigerians should ignore the messenger and give attention to the message! In this case, the messenger is apt and sound, the message too cannot be ignored. There is a near perfect sync.

From the choice of the music “I no dey denge…”, to the lead cast’s seamless delivery and the setting and the camera angles, all agree in a cohesive manager to form one whole impactful message. The humor drives home the message without losing the essence of the brand’s new propositions. Francis humorously dramatizes and brings to life, X3M Ideas’ idea and concepts aimed at giving a fillip to the brand originally launched a couple of years ago. The Star act listed his “heartthrobs” about 6 stated calling them individually, promised and literally signed-off his life and future wealth to “Nkechi, Angelica, Francesca…” giving the impression that it is only “You & Me”.

Of course, the antics were discovered and the star model was given a chase, while this makes the TVC hilarious, it discourages double dealing and unfaithfulness. If the commercial had ended on the note it stated, it is not likely to have escape the APCON’s guillotine and if it did, it may not be so lucky in the court of public opinion. Thanks to the agency’s deftness at weaving a socially and commercially acceptable script and also ensuring smooth and flawless delivery.

Amidst the humor and all, in one minute, the commercial delivered sales pitch. “EasyStarter is bigger a N200 recharge, attracts N300 free credit to call an enlarged five “You and Me” numbers”. While N150 on the package also ensures a month’s unlimited connections to 2go, Whatsapp, WeChat, Facebook and BlackBerry. The new brand Odega accentuates the positive use of viral power in the commercial.

Just like Francis ‘Gerara Here’ have been inundated with comments, approvals and encouragements, the new Etisalats TVC for EasyStarter by X3M Ideas is attracting positive comments, rave reviews in the media offline and online. This might not be unconnected with the fact that all elements of this commercial perfect are in perfect sync to make one unique and impactful whole.

From concept to finish the new commercial is fascinating, the near perfect delivery is commendable while Etisalat and X3M Ideas also deserve a thumb up for translating Francis Odega from a mere social currency to a relatively commercial success.

Nice work: ****