ABOUT

Providus Bank, being a new bank in Nigeria desired to connect with its Target Audience during the period of the World Cup 2018. In the frenzy, our approach needed to stand out among other tactical campaigns to generate any impact.

Knowing that the Nigerian Team at the World Cup was a very young, inexperienced side, with the team just finding its feet, yet pitched with experienced sides like Lionel Messi's Argentina and the vastly experienced eventual runners up Croatia in the same group; we sought to create a campaign to give Nigerians hope and believe in the team.

@Contagious128, we dug deep to the high level of cynicism, pessimism and occasional optimism that trailed previous Nigerian teams that performed well at the World Cup; thus we led the TA back to those memories.
We played up the emotional, unforgettable and evergreen Goal Celebrations of Nigerian players at previous World Cups, encouraging fans to share their memories of these moments.

This worked to great effect as fans responded with thousands of comments, likes and shares and continued the conversations beyond the bank's social channels. Total number of organic impressions stood at 3.2m by Nigeria's 3rd and final match. Our client's share of voice also grew by 38% during the one month campaign.