The Challenge
The festive season is always accompanied by numerous financial responsibilities. However, in a country where most Nigerians were already grappling with high inflation, the Christmas celebration seemed less merry than before. Despite the economic challenges, we struck a truth: Christmas is more than a date on the calendar – it’s a feeling that resides within us.
The Execution
We brought our campaign – LIGHT UP THE SEASON to life using music as the key driver, considering its vital role in the festive season. From the campaign film which re-enacted a popular carol to a radio jingle that constantly re-echoed the joy of Christmas in the ear of our customers and key visual assets illuminating the streets, we showed Nigerians how easy it is for anyone to share the joy of Christmas and light up the holiday season for their loved ones.
The Results
- Our campaign warmed the hearts of Nigerians and gathered significant impressions across traditional and digital media channels.
- Increased brand affinity and likability scores by a double-digit margin.
