Recent trends suggest that Disruptive campaigns are now becoming the new normal in the advertising industry globally. The case is not different in Nigeria, where advertisers are combining both technological innovations and experiential marketing alongside conventional/digital media platforms to not only advertise their products but to engage their audiences on personal levels.
Perhaps, advertisers have realised that reliance on conventional media and regular media messaging techniques can only go so far in driving brand expectations, which includes market penetration and gaining market share. They do not want to wait for audiences to return from a 9-5 job, then tune in to their favourite TV or Radio program, before catching the advert messages. Chances are that these audience might be tired and miss the show entirely or even skip the advert, as technology has made it easy to do so.
Now advertisers are going the way of innovative, penetrative and experience oriented marketing. These in many cases needs a fusion of conventional media and technology to make it quite disruptive and attention grabbing.
In an audacious move, Johnnie Walker, a leading Whisky brand, during its #ISeeYouLagos campaign, in commemoration of Lagos at 50, did the unusual with a disruptive activation at the Admiralty Lekki tollgate.
They flipped the script on Out of Home (OOH) adverting. Where a billboard advertising Johnnie Walker’s Lagos at 50 message is necessary and still effective, it is also likely to be ignored or missed by the millions of people who ply the toll gate, but paying for toll fees for drivers which allowed free flow of traffic has done much more for Johnnie Walker’s brand visibility. By way of innovation what Johnnie Walker has done was unusual and created a more memorable marketing experience for existing and new audience.
The campaign went viral; a priceless commodity in marketing communications. Many that experienced it could not stop talking about the “nice gesture” from Johnnie walker.
Posterscope, the OOH agency, that conceived, planned and executed it, described it as “an integrated out-of-home media campaign that showcased how a combination of digital out-of-home with experiential, mobile and social media can deliver earned reach many times the worth of paid media.”
Naturally, other brands will emulate this trend and this is one way to gauge its effectiveness. Pepsi has done the same with its #NoShakinCarryGo hour! From the early morning of August 11, to 6pm, it was a Zero toll at the Lekki Tollgate.
Digitally, advertisers are exploring highly targeted and effective Geo fencing technology. This is arguably the most disruptive tool for advertisers at the moment. This location-based mobile phone advertising technology targets users based on specific geographic areas and demography.
Using a filter, it tags all the smart phones in the area to acquire the required demography. Advertisers can now customize messages to specific audiences with high impact.
in Nigeria, Strata Media Limited is pioneering a Geo fenced ad campaign for Mall for Africa. This campaign that is running at Mbolaji Anthony and Murtala Mohammed Airport, Lagos is seeing people around that area at scheduled times receive ad notifications persuading them to do their shopping at Mallfor Africa. What this means is that anyone within these areas are compelled to view these messages. As intrusive as this method is, it is gaining popularity fast due to its accuracy in targeting the right audience and it is expected that other brands will latch on to this soon.
For advertisers, these innovations are just ways to counter the clutter of messages that are competing for the attention of audiences from different sources every day.
While Brands will continue to utilize traditional media, however, the race is on for strategies that are innovative and capable of making audiences stop and ask questions about what they are seeing and to go a step further by participating.
When it comes to video marketing, many businesses start creating video content without a clear and consistent strategy. This leads to their video getting lost in YouTube and other search channels. Here we offer seven valuable tips that will help elevate your video production to the next level.
It’s important to focus on high production values. Editing techniques such as the quality of the transitions and graphic overlays will make all the difference to the finished video. Develop a strong title sequence, and create a watermarked logo to display in the corner of your screen. Make sure the music is consistent with what the video is about, and ensure that each section of the video is relevant.
Videos under three minutes long tend to get the most engagement, so keep your videos short and to the point. If you’ve got a lot to say, why not break your video up into several segments? Brevity is key with video, so think of the one takeaway message you’d like viewers to take from your film and then chop out any unnecessary content.
Creating a great opening to a video is what keeps the viewer engaged, and watching until the end. Think about how you can position your video so you don’t lose viewers after the first twenty seconds. Will you start with a bold statement? Will you open the video with dramatic music or a dramatic scene? Try and grab the viewer’s attention so it makes them think or question what’s next.
Creating a video is one thing, but getting it out to a wide audience is another. Make sure that your viewers see your video by including relevant keywords in the title and in the description. Don’t be too generic – add in some longer tail keywords and some more descriptive words, so that viewers who are really interested in the subject matter will be able to find your video.
A strong title is important because it affects the viewer’s decision to click on your video in the first place. Make sure the video title is engaging, yet uses your primary keywords. Titles such as ‘Why I …’ or ‘Ten ways to…’ get good engagement because it encourages the viewer to find out the answer and click on your video.
Make sure your video message is clear and consistent throughout. A good way to ensure this happens is to write a storyboard before you begin filming. Get a piece of paper and down one side, list the timings of the video. On the other, write down what we’ll see on the video, and if there is any narration to go with it. This provides structure to the video, and you’ll be able to see if there are any sections that don’t fit or are not needed for that particular video.
A call to action is really important because it inspires your viewers to take the next step. Once they have finished watching, what do you want them to do? If it’s visit a website, include your URL at the end. If it’s download a brochure or call you, make sure you show that on your end title screen. The call to action doesn’t need to be too obvious, but it should be clear to the viewer that this is the next action that they should take.
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