Background

In the competitive Nigerian telecommunications market, three out of four major networks had introduced 4G technology, emphasizing speed, coverage, and price. Airtel, which was still promoting its 3G services, needed a compelling strategy to differentiate itself and remain competitive. Noah’s Ark was briefed to reposition Airtel by focusing on the reliability of its data services, especially as the quality of competitors’ 4G services was inconsistent and often left users frustrated.

Idea

The campaign centred on the fundamental role of data in modern life, particularly for digital natives. By asking consumers what life would be like without data, the campaign highlighted the indispensability of reliable internet connectivity. The central proposition, “Data Is Life,” underscored the critical importance of data services in daily activities, resonating deeply with the target audience.

Strategy

The strategy comprised three key steps:

1. Market and Competition Analysis: Identified the dissatisfaction with competitors’ unreliable 4G services, presenting an opportunity for Airtel to focus on reliability.
2. Brand Audit: Positioned Airtel in a unique segment called “The Premium Mass,” targeting digital natives who were underserved by the existing brands.
3. Consumer Insight: Conducted in-depth interviews revealing that digital natives felt “lost” without data, leading to the powerful campaign message “Data Is Life.”

Execution

The “Data Is Life” campaign was executed through two flagship films: “Lost” and “Moments,” each playing a crucial role in communicating the campaign’s message.

• “Lost”: This film features a man stranded on an island, unable to get help despite several efforts. It metaphorically represents how digital natives feel when they are without data or stuck with unreliable network services.
• “Moments”: This film portrays the heartwarming moment when Joe, an elderly retired man returns after a decade to his son to meet his daughter-in-law and grandchildren whom he had never met before. Joe is nervous about the impending meeting until he strikes a friendship with a stranger Alex on the bus. One that would change everything.
• The campaign also consisted of PR, Traditional (Radio, Print etc) and Digital campaign components

Outcome

The “Data Is Life” campaign was highly successful, achieving impressive results across various metrics:

• 5 million+ views across digital platforms within the first month of launch.
• 20 million impressions across social media,
• Generated 20+ million impressions
• 500,000 engagements
• 30% boost in positive sentiments
• 1.2 million + new data subscribers under 3 months
• Lost: Nigeria’s First Ever Epica Gold for Film
• “Moments” won the African Cristal Awards
• Lost: Adweek’s 20 most hilarious commercials and more.

The “Data Is Life” campaign effectively demonstrated Airtel’s commitment to providing reliable data services, resonating deeply with digital natives and significantly enhancing the brand’s market position.

These links are audio-visual content for the campaign (Film & Case video)  by link for the campaign.

1. Film- Lost https://www.youtube.com/watch?v=9QOKJ0FGk90Case
2. Film: Moments (Alex & Joe) https://www.youtube.com/watch?v=fubvJ5D0T8o&t=58s
3. Data is Life Radio: Disclaimer: https://on.soundcloud.com/foPkpxTqT6b4zrQR8
4. Data is Life Radio: FRelapse: https://on.soundcloud.com/8NYssawwb1bXv9hQ8
5. Data IS Life Radios https://on.soundcloud.com/qGJNC8GtGgvPFsWF8

Credits

Advertising Agency: Noah’s Ark Communications Limited, Lagos, Nigeria
Chief Creative Officer: Lanre Adisa 
Executive Creative Director: Abolaji Alausa
Associate Creative Director: Maurice Ugwonoh 
Copywriters: Maurice Ugwonoh, Baruch Apata 
Art Director: Ezekiel Resedenz
Planner: Fred Akinmuyisitan 
Production House: Ark Resources Entertainment 
Producer: Faruk Lasaki 
Director: Bruce Paynter 
Art Director: Willhelm Furst 
Business Director: Lekan Lawal
Account Managers: Olajumoke Akinyele, Adeola Ogunade 
Chief Commercial Officer: Ahmad Mokhles 
VP, Brands / Advertising: Enitan Denloye
Senior Brand Manager: Oluwaseun Adaramola
Song: Situation by Bukola Elemide “Asa”