Airtel’s Club 10 Over 10:

Hype Beyond The Message.

Undoubtedly one of the leading telecommunication outfits in Nigeria, and indeed sub-Saharan Africa, Airtel has carved a niche in the industry today and has left no one in doubt of its customer-friendly products.

However, the recent T.V and radio commercial on Airtel 10 over 10 has elicited mixed reaction and a wide range of comments from analysts, informed commentators and other members of the audience.

In his opinion, Machi Epelle, a marketing Executive says ‘I love the advert because it is unique; but the language of ‘Ake’ is loose and vulgar. Although it is appealing, the message is not straightforward’. Similarly, Ebele, a Brand consultant feels although the advert is comical, it is not on point. “It’s a good concept but the delivery is flawed because the message is not clear-cut” Ebele explain.

Also, a Naval Officer who craved anonymity had this to say: ‘You will have to watch it over and over again before understanding the message. The advert is too busy and the character is not really communicating. I like the hype but the message is lost’.      

There are two versions of this embattled advert. In the first version which is a one-minute commercial placement, the voice over, that deploys the Warri-Sapele pidgin English of Nigeria brags about a new product that allow users of the network to chat with ‘Celebs’.

Shortly after, his phone beeps and in his characteristic manner boosts of his star-studded clique. Similarly, the second commercial portrays our compulsive character showing off his ‘big boy’ status when his message alert beeps and, reading out the content of the message, discovers that it was from his mother who is fed up with his untidy habit at home.

Although the comic element and the forceful character of the brand icon (Ake) make the advert placement very interesting, vibrant and funny but the excessive use of digression, exaggeration and gangster-like costume tends to give the overall import of the advert a juvenile twist.

 It is hard to say if the audience can connect with a character like this. Children are highly impressionable and the average Nigerian parent would frown, to say the least if Ake’s mannerism was taken in by their wards.    

Martin Lindstrom, a brand commercial cum neuro-marketing expert expounds the three indispensible C’s a good commercial should possess. They are clarity, coherence and conviction. Clarity has to do with the quality of the audio-visual of the brand advert. It has got to be top-notch and viable.

More so, coherence is also an essential ingredient because all the ideas of the commercial must be logical and be an organic whole. Conviction is very germane in order to sustain the interest of the said commercial. This will enable viewers to be informed about the benefits of a brand product and decide whether to by in or otherwise.

Many viewers and listeners believe, Airtel’s current advert leaves so much to be desired because of a lack of harmony of ideas, disjointed plot and playful exuberance by the brand icon (Ake). There should be a balance the message and other creative elements in a brand commercial. More so, it should be said that an overhyped commercial does not necessarily yield astronomic customer base. Hence, Airtel and other brands found in this over-sensational approach to advert placements should try to simplify a plot rather than adding sub-plots and a plethora of dramatic elements.