Every October 1 is a day when brands of all shades and colours, and individuals, express allegiance to Nigeria on its independence day. This is exhibited in media advertisements.
The print media benefit the most, accounting for over 80 per cent of the advertisement budget.
Media Search Managing Director, Segun Bamgboye, put the spend in this year’s October 1 media spree at over N500 million, despite apathy by some brands.
But a senior marketing communication practitioner, Bankole Adekunle, said it is all lip service from those who never believe in brand Nigeria.
In his view, “a brand that believes in the country would help business to grow, take customer service with utmost importance, care for consumers and give back appropriately to the society that encourages it to remain in business.
“However all these are lacking from all the brands that have gone public to show love to the country they do not love.”
Apart from the political class and ministries, departments and agencies (MDAs) that eulogise their principals on October 1, corporate organisations dedicate a portion of their advertisement budget to felicitate with the country.
Brands involved in this media jamboree are mainly fast moving consumer goods (FMCG), financial institutions, oil and gas, brewery, and quick service restaurants.
Financial institutions have made significant showing, brands in oil and gas, breweries and telecommunications have also tried to register their presence.
What is common in all the messages is that the advertisements do not mention the difficulties in doing business in Nigeria.
Banks
Banks fall over each other to express gratitude and commitment to the nation. The creative messages are directed at the country rather than at customers.
Unlike previous years when almost all banks and insurance companies expressed gratitude and celebrate with the nation, the advertisements on Nigeria at 54 involved razzmatazz.
Advertisers this year include Guaranty Trust Bank, Zenith Bank, Access Bank, Diamond Bank, Skye Bank, First Bank, and Sterling Bank.
Those which did not participate include Ecobank, Union Bank, United Bank for Africa (UBA), Unity Bank, Entreprise Bank, Stanbic IBTC Bank, Mainstreet Bank, and Heritage Bank.
Devoid of creativity, which usually comes with this advertisement, GTBank simply said “it is with pride that we celebrate our 54th anniversary as a nation” with ‘54 years of independence’ boldly written in the full page advertisement.
Zenith Bank created a Nigerian map using its core essence of black and white instead of the green white green flag of the country.
Diamond Bank chose Abuja rock, national theatre, and the national flag to demonstrate its belief in the country, with the message “our land, our pride and our country.”
Access Bank used Nigeria’s map embodied by individuals. The copy said “with love, strength and faith, a nation came together.”
Skye Bank used past leaders to emphasis its independence message. First Bank adopted a speech bubble sign with human embodiment.
Telecoms
Contrary to 2013 Mediafacts, a publication of MediaReachOMD, which put telecommunication ahead of other sectors in advertisement spend, telecommunication companies seem to take a back seat in this year’s independence celebration.
Only Etisalat, MTN, and Airtel sent out messages this year.
MTN used Nigeria’s map and sun rise with the inscription, “A nation on the rise.” Etisalat used the images of Tafawa Balewa, Obafemi Awolowo, and Nnamdi Azikwe, yet referred to them as “ordinary” Nigerians who made independence possible.
Chuddy Nwankwo, a marketing communication practitioner in Lagos, said “the brand illustrated the commonness of these ordinary Nigerians by using every day Nigerian names to form the Nigerian may. Images notwithstanding, the message is clear.”
Airtel’s creativity was ingenious. A lady on the beach flying the Nigerian flag portrays the “Always On Nigeria” new campaign with the independence message.
Samsung and Tecno celebrated the brand Nigeria. But Glo was absent on the radar.
Breweries
Guinness Orijin, Harp, and Guinness Stout showed Nigeria is a better place to do business. “We are forever proud of our roots,” Orijin said. Guinness #madeofblack campaign expressed gratitude by tying a Nigerian flag around the bottle neck of the brand.
While Coca-Cola did not make use of its first mover advantage, 7 Up created a buzz with “Once upon a time in 1960 and every other day since then…” copy. “We have kept true refreshment alive for you,” it added.
The 7 Up advertisement was adjudged the best by creative directors.
Intercontinental Distillers and Euro Global both had a scanty presence.
FCMGs
Usually, fast moving consumer goods products make the loudest noise on October 1. But this year, MDAs, banks, telecoms, and oil and gas dominated.
FMCG brands that declined to spend on Nigeria at 54 include Peak Milk, Indomie, Dangote, Lafarge, Dana, Mr. Bigg’s, Sweet Sensation, TFC, KFC, Tantalizers, P&G brands, and Unilever.
Only Loya Milk, Gino, and Domino’s Pizza spent a little.
The Apathy
Glo did not register its presence in this year’s jamboree. Peak Milk, a usual advertiser, was low key. Nigerian Breweries brands, such as STAR, Amstel Malta, Gulder, Heineken, Legend and Maltina, were all absent.
White House President, Austin Eruotor, said the apathy is a result of the challenging business environment.
“There is no money to spend and all these advertisement have little or no impact on the brand equity of the business,” he explained.