african cristal festival - babatunde sule, ddb lagos

'Unlearning our way forward'

Tunde Sule, DDB Lagos.

The Truth‘A new territory requires new tactics’

-Random tweet

For a long time, we transposed the principles of traditional advertising into the digital space. Today, while there’s more to be done, we are definitely doing things differently.

ModelsBe the Engagement instead of paying to flank or interrupt it.

youtubeviews

*source ndani productions

This portal hosts original content that ranks as some of

the most watched and shared online in Nigeria. Creating

the likes of Frank Donga who can be easily equated to

Nigeria's Mr. Bean.

RESULTS

Increased endearment amongst target audience

Reinforced youthful positioning for GTBank

by

what worksBe Zany; you’re competing with a piano playing Cat

with over 41million views.

Chicken Characters that practically

endorsed Knorr Chicken as the superior

Chicken seasoning.

Knorr Party Chickens

*source DDB lagos

Let your consumer create and share your content.

Consumers are very creative and we’re now beginning to

take advantage of this with videos and apps that enable

them create on our behalf.

Roles

MTN Songstar Karaoke celebrating a

collection of the worst singers ever

online- MTN subscribers sang along quite

badly to their favourite songs and to our

surprise they got a lot of likes

*source DDB lagos

Boko Halal ‘Put yourself in their shoes’

campaign created an app that enabled

people share images of themselves in Hijab

to highlight the plight of the Chibok

girls who are still missing till date.

*source Noah's Ark comm.

Sharing the generated content online

was one way to ensure the issue of the

Chibok girls stayed in focus.

Over 20,000 people have used the App

To be successful in developing brand

entertainment and content, we must

drop the baggage of what worked

before and UNLEARN our way into

the future!

Brand entertainment and content requires

a new approach and we’re beginning to Conclusion