//
you're reading...
Uncategorized

Airtel Fast Is An Attitude Campaign

Airtel Nigeria has entered into what seems like controversial waters with it’s “Fast Is An Attitude” campaign. The campaign draws mostly across two platforms: billboard and radio; with text such as,

millionaire @ 29.  that’s 5 years too late.

The ad DOES go on to talk about Airtel desiring to set the pace its customers have set for themselves but is the message lost?  This campaign has market research written all over it.  Airtel most likely surveyed it’s target market and realized that for Millenials, which this campaign seems to be geared towards, FAST is an important “virtue”.  Great!

Then why was twitter agog with people claiming the ad was offensive as they saw it as appealing to “Yahoo Yahoo” boys otherwise known as internet fraudsters?

  1. Market research should not be translated into campaigns verbatim.  They are consumer insights that should be woven into an integrated marketing strategy.
  2. Consumer Insights unless they are large brand studies, only show a little bit of the whole story.  Perhaps if they has asked about the connection between FAST INTERNET, MILLIONAIRE, & YAHOO YAHOO, one might have seen that those three terms together, in this society, have a negative connotation.

Nevertheless, Airtel is half-way there.  Insights SHOULD guide communications, but it sure is not the whole story!

Advertisements

About BRENTT Consulting

BRENTT Consulting is a market research firm founded in 2005, which provides world class consumer and industry research services exclusively to SME clients and high value entrepreneurs. We have a proven track record and have consistently delivered first class services to our valued clients. We also build tailor-made strategies and services to appropriately suit each client.

Discussion

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: