We were approached by Western Union UK to help formulate through-the-line strategy for the Nigerian marketing corridor in the UK. It was an opportunity to showcase our extensive knowledge of the particular demographic. This is how we went about it:
Yes Naija mini-mag
Since Yes! was the current strapline for Western Union, we started a mini-magazine title YES NAIJA ;- One, to tie into the Western Union strategic communication grid, and two, to serve as a call-to-action marketing rallying cry for the Nigerian community in the UK.
We distributed 50,000 copies per edition in the largest pull areas in the UK – London {50% of distribution} Manchester, Glasgow/Aberdeen, Birmingham, Cardiff and Leeds.
We distributed via the African ethnic businesses, street markets, restaurants, Religious worship centres and Western Union outlets in the local areas straight into the hands of our targets.
Below is how we captured each moment:
- April 07, 2015
4- City Independence Party Tour
To celebrate the Nigerian 50th landmark Independence anniversary, we were asked to find a creative way it has never been done before.
Our response was a 4 city tour spearheaded by the foremost UK Nigerian celebrity DJ, DJ Abass and a host of other MC’s, DJs and artistes. We highlighted the 4 most active areas for WU – Cardiff, Manchester, Aberdeen and London.
We started off in Cardiff a full 4 weeks before the 1st October date so we could roam the country starting from Cardiff and generating a lot of Word-Of-Mouth buzz as we went along to Aberdeen, Manchester and the denouement in London.
We created the YES NAIJA Facebook & Twitter page where we reached thousands of Nigerians and Africans all over the world with the news of what was going on in London via Interviews, photos and videos of the event.
At the end of the tour we edited the events into a 30 minute documentary which ran on a UK Satellite TV station.
The creatives we created for Facebook screensavers/profile pictures was adopted all over the world and became a sensational hit overnight. That was because it carried the name of the cities in which Nigerians resided globally so they associated with it.
Western Union used some of the interviews and pictures in their international social media campaigns.