African Cristal Festival - Babatunde Sule, DDB Lagos

1. 'Unlearning our way forward'
Tunde Sule, DDB Lagos.

2. The Truth
‘A new territory requires new tactics’
-Random tweet
For a long time, we transposed the principles of traditional
advertising into the digital space. Today, while there’s more
to be done, we are definitely doing things differently.

3. Models
Be the Engagement instead of paying to flank or interrupt it.

4. youtube
views
*source ndani productions
This portal hosts original content that ranks as some of
the most watched and shared online in Nigeria. Creating
the likes of Frank Donga who can be easily equated to
Nigeria's Mr. Bean.
RESULTS
Increased endearment amongst target audience
Reinforced youthful positioning for GTBank
by

5. what works
Be Zany; you’re competing with a piano playing Cat
with over 41million views.

6. Chicken Characters that practically
endorsed Knorr Chicken as the superior
Chicken seasoning.
Knorr Party Chickens
*source DDB lagos

7. Let your consumer create and share your content.
Consumers are very creative and we’re now beginning to
take advantage of this with videos and apps that enable
them create on our behalf.
Roles

8. MTN Songstar Karaoke celebrating a
collection of the worst singers ever
online- MTN subscribers sang along quite
badly to their favourite songs and to our
surprise they got a lot of likes
*source DDB lagos

9. Boko Halal ‘Put yourself in their shoes’
campaign created an app that enabled
people share images of themselves in Hijab
to highlight the plight of the Chibok
girls who are still missing till date.
*source Noah's Ark comm.

10. Sharing the generated content online
was one way to ensure the issue of the
Chibok girls stayed in focus.
Over 20,000 people have used the App

11. To be successful in developing brand
entertainment and content, we must
drop the baggage of what worked
before and UNLEARN our way into
the future!
Brand entertainment and content requires
a new approach and we’re beginning to
Conclusion