Consumers indulge brands for different reasons; some for brand appeal, in terms of appearance, promise and personality, some for marketing engagements and services, others for confidence in experience, social initiatives; all of which represents a brand’s identity.
In 2014, several brands in the Nigerian market hub were able to evoke customer satisfaction through distinctive engagements that helped to enhance the brand’s identity.
This review is a compilation of brands that were outstanding, through the way they were able to deliver on brand equity, identity and reach through customer activities.
From its distinct architecture and orange ambience, to its customer service and digital transaction activations, GTBank has gathered loyalists, who believe the brands tag line “wouldn’t you rather bank with us“. And to empower consumers with small and medium scale enterprises in the e-commerce space of the country, GTBank launched the SME market hub a website, where thousands of small businesses could create a fully hosted online store for their businesses. The hub was created in furtherance of the brands equity of being able to tap into the growth potentials of African economies.
Globacom Limited is one of Africa’s fastest growing telecommunications company. The brands identifies itself with the green and white colour depicting its support for indigenous content
Glo sponsored the annual Confederation of African Football (CAF) Awards featuring the biggest football stars all over Africa. The event was held at the prestigious Eko hotels and consumers won free tickets to the event where they were thrilled to the award ceremony and performances by several music artistes in the Nigerian industry.
Customer engagement platforms are the norm for the Nigerian breweries, from their drink and win promotions, to their decentralized pubs, club ultimate concerts, Star treks, Maltina dance hall shows and UEFA Champions league viewing centers; still the Lagos countdown was arguably the biggest of the brand’s campaigns in 2014.
The brand sponsored the Lagos countdown 2014, a music concert where over 200,000 Nigerians gathered to herald the turn of the New Year.
The Oral B brand in Nigeria remains an upwardly mobile brand, with Dentists and dental associations granting their endorsement for the brand
The brand organized a series of activations in which mobile dental clinics were deployed and consumers (over 10,000) were engaged and given free dental check-ups at open markets, the brand also sponsored the project smile initiative where free dental makeovers were granted to three individuals.
Although, 2014 was a year that the Guinness brand made the revolutionary ‘Made of Black’ marketing campaign, it was its Baileys brand that created one of the most emotional consumer engagements of the year. For Mothers day, the brand celebrated the maternal bond that every woman possesses. Targeted at online fans, consumers were asked to share inspiring stories about their mothers with title ‘A Mother’s Love’. The campaign garnered thousands of likes, shares and retweets as consumers were rewarded with prizes.