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THISDAYonline

About UB 40's Independence Anniversary Starcomms Campaign

Every year, it is customary for brands and organizations to commiserate with the people of Nigeria on the celebration of Independence on lst October. Many did that at the last anniversary some days ago.

Starcomms' involvement in the campaign this year was with a difference . From the print copy and the radio commercial, the objective for placing independence congratulatory ads is brand image driven. The campaign has a very strong indigenous flavour in the brand`s marketing, that also sees National day as an important event for the brand.

From all indications, the Sola Lawson-led UB40 see the National day as an important milestone. lt was an opportunity to enhance the brand/consumer interface, that thin but sturdy line that serves as an umbilical cord between the Starcomms brand and the Nigerian people. It was another opportunity to 'dimensionalise' the "We speak your language" proposition through advertising.

How do we perform our customary obligation to the Nigerian people in such a manner that reinforces our relevance to them? Should be on the minds of the UB40 team.

On the radio which was key. The agency orchestrated the Nigerian national anthem using indigenous musical instruments. Percussion instruments were assembled with a collection of wind for this purpose and the result was quite charming. It was really an irresistible radio campaign.

In Print, theme was "Laughter Sounds Great In Any Language" which supports the desire to identify with the hopes and aspirations of all Nigerian people.

UB 40 deserves commendation for the simplicity, but uniquely impactful campaign.



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