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Spirit of Lagos
Between 2007 and 2011, The Fashola Administration had been doing a lot of infrastructural development in Lagos State but realized that Lagosians were not fully embracing the improved physical changes to the city. TBWA CONCEPT was invited to take a stab at the challenge. We realized that changing the infrastructural landscape of the city was just one half of the solution. What we really needed to do was change the way people think about Lagos. Our creative idea was to form a movement called the Spirit of Lagos, under which we inspire Lagosians to take ownership and responsibility in transforming Lagos and ensuring the legacy continues. The campaign currently runs across TV, radio, print, experiential, PR and digital media. See the campaign HERE
So far the campaign has generated a significant level of awareness given the nature of the message and challenge to the public to essentially stop, review and change their ways. This awareness has been converted to interest as witnessed in the selfless work being championed by those who exemplify the Spirit of Lagos in their communities. Spirit of Lagos has also steadily grown communities, both virtual and real as the momentum builds up.
Growth Story GLO Text4Millions
In a country where Telecomms promotions are the order of the day, the challenge was how to catch audience attention with a fresh and engaging idea.
Nigerians have a GET RICH QUICK OR DIE TRYING mentality so we decided to build our idea around this insight by inviting people to unlock their own riches by breaking into the Glo Prize Vault simply by sending a short code with their mobile phones.
By the end of the campaign over 42 million subscribers participated. See the campaign HERE
TBWA, 5 Harold Shodipo Crescent, Off Joel Ogunnaike Street, GRA Ikeja, Lagos.
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