Project: The Launch of ‘The City of Lagos’ Edition
Tagline: Go Straight to Kiri Kiri Jail!
Monopoly is one of the world’s oldest and most loved board games. In December 2012, the City of Lagos got its own edition.
At the core of the PR strategy is the ‘localization’ of the Monopoly brand and the broadening of its consumer appeal.
R&B-PR was briefed to develop a campaign that would display the customized packaging, support the launch, create talkability around the theme and also provide a means to engage with consumers that would promote trial and purchase.
Evaluation: The press played along too with over 100 pieces of coverage as far and wide as The Economist, CNN, Washington Post and hundreds of top local titles, pertinent websites & broadcast outlets.
Client: Nike Africa
Campaign: The ‘So Fast’ Campaign
R&B- PR supported the Nike global campaign So Fast, celebrating the legion of athletes who train and compete in Nike footwear which contains Nike's most innovative technology: Zoom. These athletes were dubbed ‘the Zoom Squad’ or ‘Legion of Zoom’.
The agency was briefed to support the Global Launch of the campaign which launched globally on 1 July 2015, and #AfricaSoFast on 2 August 2015. The #AfricaSoFast campaign was ignited with athlete Blessing Okagbare – Nike’s lead African athlete, and the fastest woman in Africa. Her story served to inspire and encourage consumers.
The agency deliverables were in two folds (i) encourage everyone to sign up to run their fastest mile on 30 August 2015, along with Africa, (ii) generate talkability around the world's best athletes who were competing at the 2015 IAAF World World Track & Field Championship in Beijing, China.
Evaluation:The campaign achieved extensive coverage in target media including Sport and Fitness titles, Business / marketing & advertising pages, lifestyle and mainstream media – including DJ's, media personalities, etc.
Link to story: http://news.nike.com/news/pdeda0312896a1978717b0664ce2d4a14/sneak_peek
Client: Pernod Ricard
Tagline: Createurs de Convivialite
Pernod Ricard is the world’s leader in the Premium spirits industry with a large portfolio of international brands. Flagship brands include GH Mumm, Chivas Regal, Martell, Perrier Jouet and many more.
The agency was retained to provide strategic media relations, execution and counseling within the Nigerian market. The expectation for the agency is to secure significant press coverage for Pernod Ricard’s rich portfolio - products, brands and events – in terms of its target audience, frequency, quantity and quality.
CHIVAS’ Win The Right Way Campaign:
The agency launched 'Win the Right Way', a key feature of the Chivas global campaign championing social entrepreneurs, based on the conviction that business can and must be force for good. An instalment of the Live with Chivalry campaign, the Nigerian edition of ‘Win the Right Way’ featured Oscar-nominee, Chiwetel Ejiofor, and social entrepreneur and President, Chocolate City Group, Audu Maikori. These advocates introduced entrepreneurs from around the world who show a devotion to achieving social good from enterprise.
Other Pernod Ricard campaigns include Martell 300 Tricentenaire, The Venture and Taste of Luxury.
Evaluation: From lifestyle to brands and entertainment pages, the agency delivers significant press impressions monthly in addition to the provision of strategic advice, partnerships, and support event led-activations.
Client: ALARA Lagos
Project: Launch Africa’s First Luxury Concept Store
ALARA, a concept store for Nigeria and Africa – created by Reni Folawiyo and dedicated to the promotion of contemporary art, fashion, design and food – in the spirit of the Yoruba word for 'splendour' and 'marvel'.
Set in trendy Victoria Island, Lagos, the ALARA concept store is designed by world-acclaimed architect, David Adjaye, who created a first-of-its kind exhibition-style retail masterpiece in the heart of Nigeria's commercial capital. The store features a multi-level design gallery, an exhibition space, a rooftop cafe, and restaurant.
As Nigeria's most ambitious concept store, ALARA is benchmarked against Colette, Paris; 10 Corso Como, Milan; and London's Dover Street Market, for service, quality and store-mix. ALARA features Stella McCartney, Dries Van Noten, Marni and Valentino, among other international brands, and supports internationally acclaimed local designers like Maki Oh and Duro Olowu.
Strategy: The brief was to position the concept store as the reference point for modern luxury in Africa, with plans to carry across the globe. To engage the target audience dubbed ‘The African Connoisseur’ - ‘The International African’; ‘The International Non-African with interest in Africa’; and ‘The International with Taste’ – the agency designed the messaging ‘ALARA is an extension of the African Connoisseur’s shared values/ beliefs’.
Evaluation: The campaign (i) introduced ALARA to the world; (ii) a ‘call to action’ – asking people to come into the store; (iii) encouraged people to meet at ALARA through a series of flagship events - collection previews, exhibitions and seasonal presentations - garnering press impressions/ mentions in leading lifestyle and business titles including Bloomberg, CNBC Africa, Reuters, Forbes Woman, Elle SA, ThisDay Style and many more.
Client: First Consultant Medical Center
Project: The Ebola Story
First Consultants Hospital was established in 1982 as a centre for medical excellence. The Hospital quickly flourished as a result of its attention to patient care. The center prospered on account of its focus on the public good. Over the years, the hospital achieved top ratings as a result of its top class recruitment, training and retention programme; investment in state of the art technologies and equipment; emphasis on top quality research skills and instincts; and constant sharpening of knowledge through close contact with international colleagues and associations. These key features of practice stood the Hospital and the nation in good stead when Patrick Sawyer walked through its doors and straight into Nigerian medical history.
The agency was tasked to develop a re-invention strategy in the wake of the Ebola Outbreak in Nigeria.
The agency’s underlying strategy was designed to inextricably (a) emphasize the business pillars as practices that built a successful medical practice from 1990 to 2014 and push them as considered basis for retooling and re-inventing the business post-Ebola.
Evaluation: Over 500+ worth of press impressions were secured in local, regional and international press including BBC, Arise TV, Channels TV amongst many.
Client: ELFIKE Film Collective
Project: The Wedding Party Movie
TASK AND OBJECTIVE
The agency was saddled with the main responsibility of creating an extensive media relations campaign over a period of six months with the following goals:
- Manage media relations including advanced reviews & exclusive screenings
- Engage key local and international media influencers
- Organise media screening
- Secure radio and TV interviews
- Secure media coverage for the Premiere
The campaign sought to generate major talkability around The Wedding Party movie leveraging on 2 major events; an International Premiere at the 2016 Toronto Film Festival and The Worldwide Premiere in Lagos.
Recognised as the biggest movie in Nigerian cinemas till date, The Wedding Party grossed over 1 million dollars in earning and by so doing broke the Nigerian cinema box office record. The movie is a product of the collaborative effort of the ELFIKE Film collective; Ebony Life Films, Film One Distribution, Inkblot Productions and Koga Studios. The masterpiece was directed by acclaimed film maker, Kemi Adetiba.
With it’s one of a kind communication and promotional tactics, the media campaign of The Wedding Party was aimed at building publicity to herald the movie release, drive viewership, and engage key media stakeholders while creating story angles based on the wedding theme. The movie succeeded in triggering the interest of movie goers, at the same time setting the gold standard for movie makers across Nigeria.
The Wedding Party broke box office records with an incredible 3-month cinema run in Nigeria. It is estimated that the record breaking movie grossed over 1 million dollars after its cinema run making it the biggest movie ever in Nigerian cinema.
Since its release, The Wedding Party has continued to enjoy critical and general acclaims alike including industry recognitions such as ‘Best Use of PR in Entertainment and ‘Media Recognition Award’ from the 2016 Corporate Communications Awards. The media campaign for The Wedding Party was also recognised as ‘PR Campaign of the Year’ by the 2017 Nigeria PR Report.
The movie garnered over 3 million dollars worth of press impressions with earned media in leading print, radio, television and online media platforms locally and internationally including CNN, Hollywood Reporter, Variety as well as lifestyle magazines; ThisDay Style & Guardian Life. The Wedding Party ended up being the most talked about cinematic experience in the history of Nigerian cinema while planting a seed in the hearts of Nigerian movie goers; Nigerian movies are the new cool.
Project: The Lagos Premiere of the movie, Half Of A Yellow Sun
Tagline: The enduring essence of love.
In April 2014, Biyi Bandele's adapted screenplay hit cinemas in Nigeria with a high-brow premiere in Lagos. Our key strategy highlighted the magical value of HOAYS from a nationalistic and cinematographic perspective. The plan showcased the unifying message of the movie: the enduring essence of love.
As a result, the media proposition created sequential stories about the movie release and its themes/ genre through exploration of the movie's personality, character, celebrity, style, and international status.
Evaluation: The press tagged along for the sensational, one-of its-kind, movie-magical experience, with over 200 pieces of coverage as far and wide as BBC, Reuters, AFP, The Guardian, ThisDay Newspaper, Punch Newspaper, and leagues of other websites and broadcast outlets.
The Grand Opening of Ermenegildo Zegna Store in Lagos
A New Frontier for Luxury
The agency’s brief was to launch the Italian luxury menswear label in Lagos and manage fashion critics, reviews, listings and activity with fashion & style editors. The agency looked to tell the story of Ermenegildo Zegna its history and brand heritage.
Evaluation: The press were suited and booted for what was the most glamorous ‘black- carpet’ event of the year, with over 50 pieces of coverage as far as FT.com, ThisDay Style, Genevieve Magazine, Bella Naija and several other leading fashion ≈ lifestyle websites.
Role: Press Relations agency Moet Hennessy Portfolio
Moet Hennessy is the world’s leading luxury wine and Spirits Company with brands such as Dom Perignon, Krug, Ruinart, Veuve Clicquot, Moet & Chandon champagnes, Hennessy Cognac, Belvedere Vodka and Glenmorangie Scotch Whisky.
The agency’s brief is to provide strategic media relations, management of on-going media needs, initiating opportunistic and seasonal media communication activities, execution and counseling within the Nigerian market.
Evaluation: Over the years, the agency has successfully delivered significant press coverage for the various brands and events by securing high-value press in the top national lifestyle magazines, daily newspapers, and on pertinent websites.