3XM Ideas deepens Etisalat EasyStarter with social currency concept

Social currency is defined as the sharing of information about a brand by consumers as part of their everyday social life at home or at office. This sharing according to experts helps companies to create unique brand identities and earn permission to interact with consumers or customers.

A new campaign by X3M Ideas, Lagos, currently brings this issue to mind when it released a new campaign a couple of days back for its client, Etisalat.  The new campaign tagged “You & Me” aims to further give momentum to the Etisalat EasyStarter package which currently boasts of new and enhanced propositions for current and potential users.

A brief gives an agency the opportunity to explore the whole wide world for prospects on how best to sell brand.  It is known that there are a thousand and one ways to skin a cat! Therefore the challenge is getting one that resonates the most.  So being on point, is a virtue.  It is the litmus test which differentiates a good agency from a not too good one.  As tedious as the work may be, sometimes it does not take rocket science to know commercial that resonates with the intended target market.

The decision to apply social currency concept to gain better attention and relevance for the repackaged EasyStarter  in the campaign under review appears to have hit the nail on the head going by viral attention, rave reviews and talk value the TV commercial currently enjoys. The top of the minds awareness for the product has shot up within a few days of breaking the campaign, says an analyst.

The work is classic just as it is contemporary! To start with the story of the Francis Odega is an instructive lesson in the perseverance, hard work and staying in touch with the reality of the day. The hitherto unsung Nollywood personality has been in the industry for quite a while as one of the pioneers but with little or nothing to show for it. Three years ago, he shot a movie ‘Gerara Here’ yet the story wasn’t too different.   

Mother luck however smiled on Odega and his movie when someone innocently cut a clip of the work and put it on social media – youtube in particular and it went viral.  This simple act changed the faith of the artist becoming one of the most talked about, a case of the forgotten stone suddenly becoming the head of the corner!

Scanning the environment and spotting this talent as the lead cast for the commercial takes a lot of guts, professionalism and experience  on both the sides of the agency and client.

Yes, Odega is a social currency, the strategic fit goes beyond this. Etisalat as a brand is revered and respected in the data segment of the market and it continues to push the envelope in this area. This aligns so much with the making of the Francis Odega as prod up by the social media.  He has achieved stardom and relevance through data driven on-line or viral media.

From the choice of the music “I no dey denge…”, to the lead cast’s seamless delivery and the setting and the camera angles, all agree in a cohesive manager to form one whole impactful message.  The humour drives home the message without losing the essence of the brand’s new propositions. Francis homourously dramatizes and brings to life, X3M Ideas’ idea and concepts aimed at giving a fillip to the brand originally launched a couple of years ago. The Star act listed his “heartthrobs” about 6 stated calling them individually, promised and literally signed-off his life and future wealth to “Nkechi, Angelica, and Francesca…”giving the impression that it is only“ You & Me”. 

Of course, the antics were discovered and the star model was given a chase, while this makes the TVC hilarious, it discourages double dealing and unfaithfulness. If the commercial had ended on the note it started, it is not likely to have escaped the APCON’s guillotine.

wThanks to the agency’s deftness at weaving a socially and commercially acceptable script and also ensuring smooth and flawless delivery.

Amidst the humour and all, in one minute, the commercial delievered sales pitch. “EasyStarter is bigger a N200 recharge, attracts N300 free credit to call an enlarged five “You and Me” numbers”. While N150 on the package also ensures a month’s unlimited connections to 2go, Whatsapp, WeChat, Facebook and BlackBerry.  The new brand Odega accentuates the positive use of viral power in the commercial. 

Just like Francis ‘Gerara Here’ have  been inundated with comments, approvals and encouragements, the new Etisalats TVC  for EasyStarter by X3M Ideas is attracting positive comments, rave reviews in the media offline and online. This might not be unconnected with the fact that all elements of this commercial  are in perfect sync to make one unique and impactful whole.