Advertising in another West African State.

Hi Reader,

Since I joined this field, a lot of things have changed for me. I query every commercial, every billboard, every print advert, everything. I ask my self, why was this ad placed here? Why this copy? Sometimes I say to myself, this is so nice, if I work on a similar or competing brand, I definitely will do this. I think it comes with the job or passion for the job.

So I was in Ghana over the weekend and even from the airport, I observed a lot of things. How strategic Zeniths airport branding is- I don’t know why I never noticed in times past- when boarding the flight, there are different boards (about the size of a lamppost) on both sides of the walkway. I thought that was quite creative. I do not have an idea how much that would have cost them.

I was reading Wings on the flight- picking it up didn’t ever occur to me in times past, but because I had proposed it in one of my media charts, I wanted to see what the content was- and I saw a few brands advertising on it. It was dominated by the banking sector. GTB, Stanbic, First bank, to mention a few.

I saw the Mountain dew “do the dew” on wings as well, and I wondered, why? It’s quite some money to spend for a soda to get awareness. I have seen the billboard at Dopemu, I have seen the BRT branding as well, why wings? I for one haven’t bought the drink and I am pretty sure I am a potential target. Maybe my training is wrong, but I thought Media planning has to be cost effective. I stand to be corrected, but I think that money could have been invested in other mediums that would have delivered greater ROI.

 On arrival, I found out that beyond advertising in Murtala Muhammed Airport, Zenith bank was also advertising in Kotoka. I really like the persons(advertiser/media planner) thought process.

I must say that Ghana does a whole lot of billboard advertising. There are billboards everywhere, and it got me thinking to myself, does OOH deliver so much ROI for these lot? Their OOH ranged from Unipoles to portraits, to LED’s to something that looked like the shape of a light box except it wasn’t lit and mounted on a pole, it was just on the floor (Roll up banner)

I also observed that they had these directional signages with different offices or companies on it with arrows indicating which way they were. To me, that’s exposure for the different clients/ brands.

The most fascinating is one that I haven’t seen in Nigeria as yet. On construction sites, brands are allowed to advertise. I saw something like a wall drape that star did on a construction site in Osu, Accra. Good exposure for the brand, I also saw something similar done by Eco Bank.

 I got Microgynon FE brief, a contraceptive, its not an emergency pill, its more like a family planning pill. I struggled with my strategy and plan. I didn’t know what time belts will suit such a brand and what placement will be appropriate. What was critical for me was to not expose the brand to younger people and in turn encourage pre marital sex. I called up some radio stations and they told me I could place commercials between 8 and 10 and others said as long as the message is not explicit, it could be aired at any time of the day.

In Accra, I saw a billboard advertising an oral contraceptive Lydia and boldly written was “The power of choice” Although the billboard was mounted close to the Military hospital; it just didn’t sit well with me. I don’t know about their culture and what is morally acceptable, but I’m sure such billboards wont sit well with Nigerians.

What do you think? Feel free to drop your comments.

                                                   

                     Star advertising on a site. I gathered that some Lebanese guy owns the building and                        intends to build office spaces.

                                       Would this billboard work in Nigeria? what are your thoughts?

                                                Cover of Wings by Arik. An in flight magazine.

Regards,

Joko.