Background
The Home Broadband (HBB) segment in Nigeria has traditionally been dominated by Internet Service Providers (ISPs), perceived to offer better data value. Mobile Network Operators (MNOs) like MTN, Glo, Etisalat (now 9mobile), and Airtel Nigeria have struggled to penetrate this market due to the perceived superior value offered by ISPs, despite coverage and reliability challenges.
Airtel aims to disrupt this market by enhancing its HBB credentials through a strategic campaign and unique product offerings. The objective is to establish Airtel as a reliable HBB provider, positively influence its data profile, and drive conversions for its HBB services. The communication strategy must highlight Airtel’s superior speed, reliability, and competitive pricing, positioning it as Nigerian households’ preferred home broadband provider. This approach aligns with the growing demand for stable internet crucial for education, work, and daily life.
Idea
Inspired by Samuel Taylor Coleridge’s poem “The Rime of the Ancient Mariner,” where “Water, water everywhere, and not a drop to drink” reflects the situation with Home Broadband, the idea for the campaign emerged. Despite the prevalence of ISPs like Smile, Spectranet, and Swift, the quality of service often falls short. Nigerians frequently experience disruptions, leaving them virtually “ghosted” during crucial moments.
The concept of “Ghost” encapsulates the experience of becoming invisible, unavailable, and incommunicable due to unstable internet connections. This social phenomenon was brought into the virtual space and explored in various dimensions in the campaign.
Strategy
Airtel, known primarily for mobile internet, needed to expand its perception and position its HBB as a valuable service offering wide coverage, connection reliability, and speed. The strategy aimed to show that every time Nigerians experience a frozen, broken, or cracking internet connection, they are “ghosted” by their HBB provider. Leveraging product benefits in such a subtle way that it enables richer storytelling, Airtel Home Broadband is then presented as the reliable alternative they need.
Execution
The campaign started with the release of a film titled “Ghost.” The film features an upwardly mobile lady executive who becomes a “ghost” to everyone around her due to poor internet connection. The commercial concludes by presenting Airtel HBB as the solution. The use of misdirection as a creative/conceptual storytelling trope ensured that viewers were glued to the film till the end every time the commercial ran.
Outcome
The “Ghost” campaign became an instant sensation, widely appreciated by the target audience. It achieved significant engagement and expanded Airtel’s subscriber base. Plus, fans couldn’t have enough of the musical score.
- 2 million+ views across all social media platforms
- 16 million+ engagement hits
- 48 million+ impressions across digital platforms
- 2.2 million subscribers added to Airtel in the first month of launch
- N0 1. Highlight branded task on BigBrother Naija, Africa’s most-watched cable & digital shows.
This strategic approach successfully positioned Airtel as a reliable and preferred home broadband provider in Nigeria.
Creative and Production Credit
- Advertising Agency: Noah’s Ark, Lagos, Nigeria
- Chief Creative Officer: Lanre Adisa
- Executive Creative Director: Abolaji Alausa
- Chief Operating Officer: Ekeno Eyo
- Creative Director: Maurice Chike Ugwonoh
- Deputy Business Director: Olajumoke Abodunrin Akinyele
- Art Directors: Mitchelle Defounga, Adeyemo Maya, Detola Shode-George
- Copywriters: Jesujoba Popoola, Ajayeoba Mayokun, Segun Odejimi, Benjamin Ejegwa, Ebunoluwadeji Adefila
- Brand Managers: Judith Ezeali, Oluwatosin Adewuyi, Sandra Uchegbu
- Brand Strategy: Adedeji Adeleke, Ife Tabi
- Operations: Ugbe Jessica Ubani
- Director: Bruce Paynter
- Producer: Faruk Lasaki
- Production House: Ark Resources
- Music Producer: Oscar Heman-Ackah
