How LG United Nigeria In Celebration

Now, I believe there is a Brand Nigeria campaign, but honestly I haven’t seen any of its messaging. There is, however, a logo. Of course there is a logo. That is where National Branding campaigns begin, and often end. First we get the funding, and then we get the logo. Then we rest.
Writing recently in Business Day Online, Akonte Ekini commented:

’ Here we are unveiling a logo to celebrate 50 years of a freedom that is not clear to us all. A milestone celebration is also an opportunity to reflect on state of affairs with the individuals or parties involved, but in our case does not seem to be so.

Dora Akunyili, Minister of Information, has tried her best to sell the nation to the world while ignoring that basic principle of sales or branding as she would like it called, where we do not seem to appreciate our situation and only feel that the people outside will appreciate us better, thus the huge spend on talking to the outsiders in the name of promoting the Nigeria Brand.’

Anyway, in the alleged absence of a meaningful national pride campaign, an unlikely contender has stepped into the breach.

Korean electronics wizards LG are part of the ICT revolution that is sweeping our continent. And empowering our people in ways that post Independence Governments have been unable to do.

Their phones, white goods, brown goods (air-conditioners, ghetto blasters, flat screen TVs) are all part of the material empowerment of Nigerians. So, when Nigeria turned 50 the other day, they thought they had as much right as anyone to take ownership of the mood of celebration.

Let’s contextualise the boldness of this move. The people from the land south of the 48th Parallel faced a task of significant scale. For Nigeria is big. 150 million people; 250 ethnic groups. Some marketers in Africa have sleepless nights planning a campaign that targets people in Harare and Bulawayo. But not the Koreans, no Sir!

LG decided to count down the last 10 days to the celebration of 50 years of Independent Nigeria. I don’t know whether they dominated the media in money spent, but they did in terms of share of hearts and minds. Note to Telco Marketing Directors: it’s not the size of your budget; it’s how you use it.

LG encouraged Nigerian’s to celebrate:
10 – denominations of Naira currency
9 – hundred thousand kilometers of real estate.
8 – ‘th most populous country on the planet.
7 – letters make up the word Nigeria. (OK, we sense a little fatigue there)
6 – geo-political zones in the country
5 – decades of nationhood
4 – World Cup appearances
3 – major tribes
2 – national colours, green and white
1 – Nation.

(There was no mention of a partridge in a pear tree.)

LG’s brand promise is about making life good. This campaign made Nigerians feel good about themselves and the achievements of their nation. And the funny thing is, it didn’t come from an NGO, a QUANGO, or any other kind of O. It came from an international consumer brand that is making itself relevant in Africa.

Chris Harrison is Chairman of Young & Rubicam Brands, Africa. This article has been republished with his kind permission

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