Advertiser: SUNMAP, UKAID
Agency: INSIGHT COMMUNICATIONS
Category: Copywriting
Creative Director: Chima Okenimkpe (Insight Grey)
Production Director: Kanmi Da-Silva (Insight Grey)
Animator: Kola Olarenwaju (Insight Grey )
Strategic Planner: Feyi Olubodun (Insight Grey)
Copy Writer: Raphael Idu (Insight Grey)
Art Director: Austin Francis (Insight Grey)
Account Manager: Sarah Agha (Insight Grey)
Effectiveness
A baseline survey carried out just 2 months after the one-week campaign showed that:1. 95% of viewers said they were now more likely to buy the nets2. Purchase grew by over 10%3. 42% of traders believed the ads caused the increase 4. 32% of traders said buyers mentioned the ads as the reason5. Household usage of nets grew by 12% Sales of nets remained high even during the dry season when mosquito attacks were far less.SOURCE: Independent survey done by Market Audits & Research Services LimitedTel: 234-1-7748985, 8940488
Campaign Description
The goal of the campaign was to compel the target audience to buy and sleep under special insecticidal sleeping nets, so as to reduce the high prevalence of malaria in Nigeria. The brief was to raise awareness about the nets by 20% and purchase by 10% in 9 months.A series of 6 one-minute long daily trailers ran on TV stations across Nigeria over 6 days, featuring a pregnant woman as she prepared for her first child birth. Viewers were made to believe the delivery would be aired live on the seventh day. On day 7, millions of Nigerians were glued to their TV sets to watch the live birth. What they got instead was an animated video of the unborn baby speaking of the dangers of malaria to children and refusing to be born until his father went out and got a mosquito net.
Implementation
The trailers were advertised daily by press and radio ads and on social media for two weeks leading up to the TV trailers. Press, radio and on-line advertising continued all through the one-week long campaign to keep the target group engaged in the daily TV series of trailers.