Key Take outs from the 2018 #BrandTalkWithLamide Jury Awards
2018 without a doubt was an exciting one for the marketing communications industry. It witnessed an array of several well thought out and creatively executed campaigns. During the maiden edition of #BrandTalkWithLamide Jury Awards, a platform that unbiasedly critiques happenings in the industry, the seven judges aptly analysed brands and campaigns that did the most in the year under review and these are our favourite take outs from the very insightful session.
- Know Your Target: This lesson came to fore particularly with respect to the Bigi brand which did not only make an entrance into the CSD market but made an impact too. Bigi’s success, the jury attributed to its owners understanding of the habits, interest and spend power of the target consumers. This translated into the strategy to leverage price and quantity which undoubtedly, paid off. Click https://youtu.be/OEmYn-y21c4 to watch the very exciting clip.
- Be Relatable: Consumers are no doubt the luckiest set of people seeing they always have options for all of their whims. This truth implies that brands are daily in competition with each other for consumers’ attention. While this may seem like a lot of work, it actually isn’t once the strategy employed is one consumers can relate with. This, the jury thinks is what has made the Airtel ‘Data is Life’ campaign a success, seeing how deeply it connects with target audience in the most fun and relatable manner. Click https://youtu.be/5aT7rYzVw9I to watch the jury’s take on this
- Leverage Pop Culture: The fastest way to getting and retaining your consumer’s attention is to put yourself in the middle of what tickles their fancy. This way, they not only buy into your brand’s offering, they become ambassadors of it. The jury thought Jameson Whiskey brand did a really good job with the Jameson Connect gig which was a platform for young fun lovers to unwind, network and of course, connect. The gig always manages to infuse elements distinctive to the city host which is another plus on its own. Click https://youtu.be/yy6-zEYTuJo to watch what the jury said about it.
- Solve Problems: At the core of every product is an attempt to solve problems. Needless to say, products that last are the ones that solve problems that are relevant to the target. During the roundtable discussion, the jury applauded Gokada for the insight behind the product and the seamless way it seems to be solving the age long Lagos traffic challenge. Click link to watch https://youtu.be/tJYfmwN0Vp0 the conversation about the Best New Product.
- Integrate Your Communication: The concept of Integrated Marketing Communications implies there must be a synergy with all the marketing efforts. As such every element, stunt or communication put out for a campaign must tie back to the core of it. The jury felt that the Man in the Box stunt was a fantastic one although it sadly, it had little or no connection with the product being offered and the subsequent conversations about the product didn’t tie back to the campaign either. Watch the jury’s opinion on the issue here https://youtu.be/yy6-zEYTuJo
- Communicate Brand’s USP: One quick way to drive differentiation for brands in the midst of intense competition is to actively call out its distinctive qualities. This way, consumers understand that though it plays in the same space with several other brands, it offers more benefits. This fact, the jury thinks is what made Maggi Bottom Pot make such a huge impression since its launch and it was voted Best New Product. Click https://youtu.be/tJYfmwN0Vp0 to watch the interesting conversation.
- Trouble the waters: Until late 2018, Nigerian banks have used the digital space with lot of caution, understandably so seeing the sensitivity of the industry but Sterling Bank did the erstwhile unthinkable when they ‘reached out’ to their colleagues in the industry; albeit in the most fun manner. This effort got the bank a lot of attention and the jury too, thought it was deserving of the award of Best Use of Social Media. Click https://youtu.be/SarvVYw8Uvo to watch the discussion.