The Maltina brand brought to the doorsteps of Nigerians the best of happiness on stage through the platform of Gbenga Adeyinka’s Comedy Show; “Laffmattazz”. The show promised a bigger stage, bigger crowd, bigger performance and increased involvement with the Maltina brand.
As part of the awareness and publicity drive for the Laffmattazz show, the Neo Media team erected a larger than life Maltina ‘Inflatable Can’ strategically at the Palms Shopping Mall, Ibadan. It caught the attention of our target consumers and also inspired a good number of them and aroused curiosity and awareness towards the event.
We also had Mall activation for two days as an enabling platform for the Maltina brand to interact and engage with target consumers using Gbenga Adeyinka’s Laffmattazz as a vital touch point in sharing happiness
Consumers (young & old) were engaged by the Brand Ambassadors to play a blind fold game where they tested their mastery of the keypads on laptops and android phones. Consumers who played well were rewarded with prizes ranging from free drinks, t-shirts to free tickets for the Laffmattazz Show.
The TV head concept was aimed at creating buzz and publicity for the comedy show, “Laffmattazz”. It was well executed and delivered its objective. On the first day of the activation, we had three TV heads; who claimed to be Gbenga Adeyinka, going around the mall, interacting with shoppers and persuading them to come to the Maltina spot to take part in the blind fold game.
The TV heads also encouraged shoppers to go into Shoprite to buy Maltina. The brand was specifically displayed at a strategic spot in the drinks section inside Shoprite. We also had a Maltina roll up banner and Gbenga’s standee inside Shoprite. On the second day of the campaign we had four TV heads including Gbenga Adeyinka the 1st going round the mall.
Shoppers who were able to identify Gbenga amongst the four TV heads were rewarded with drinks, t-shirts and free tickets to the show. At about 5:30pm, Gbenga Adeyinka took off the TV head and interacted further with shoppers who came to the Maltina spot for photo ops and meet & greet with Gbenga Adeyinka and other celebrities i.e. Segun Arinze, Femi Capital and Peteru.
The Laffmattazz Comedy show held on March 27, 2016 at the Jogor centre in Ibadan.
The Orange carpet opened at 2pm with our On-Air-Personalities from Beat FM and Hip TV ready to interact with the audience as they arrived.
We also had a cabana tent where consumers were engaged before the show via the Photo and Money booth machines, which trilled the guests.
Being a family brand, different age categories were represented. We had age groups ranging from 18-70 years. However majority were within the Maltina target of 18-34. Estimatedly, 70% were within the Maltina age group.
We had a great activation starting from the mall activation to the event proper. It was well attended and the objective of the mall activation and brand involvement was achieved.