The Brief: We were contacted by Airtel to create a campaign song in pidgin, Igbo, and Hausa for SmartCONNECT, Airtel’s default bonus plan for new prepaid customers where they enjoy bonuses on every recharge made. The song needed to be catchy, danceable, be sustainable for subsequent campaigns and also have a strong appeal to the mass market
The Solution: We used Adekunle Gold (because of his wide appeal in Nigeria’s western region) as the lead artiste to create the Yoruba version of the song, with his own song “Orente” as the reference. We developed the lyrics of the song to communicate quantity, quality, continuity, and the concept of “Connect” which is the DNA of Smart CONNECT. Phyno was used for the Igbo version based on his appeal to people in the Eastern region. His song “Father-father” was selected as the reference.
The Solution: The music had so much synchronization power with the campaign that it drew the attention of audiences to the campaign message in a more emotional and impressionable way which led to increased sales. The song also won the best use of music in a TVC, at the LAIF Awards 2016. Listen below!