I don’t claim to be an expert in advertising or marketing but I do know enough to confidently say putting that 737 ad on Trace is a genius move in its own right.
I have to talk about that song first.
“ … no matter what you do, and
no matter where you are,
the magic is in the air for everyone ..”
It’s hard to deny that the song bops. Like this is actually an ad I wouldn’t mind listening to on the radio — or downloading on my phone. Ad people lose their minds when an ad song becomes part of mainstream subculture — that’s like how an Olamide or Wizkid must have felt when “Wo” or “Come Closer” caught on.
You know the value of these kinds of manufactured hits in their rarity, too. Think about it. How many ad song’s do you really know and like? I can bet that those aren’t very many.
And GTBank’s “737” falls into that pantheon of elite advertising & creative victories. The vocals fit perfectly with the chords, drums and keys and still manages to hold your attention just like a normal song would. Nobody wants to listen to an ad that is more than one minute long. Especially on traditional platforms like TV and radio that most people don’t really pay much attention to anymore.
TV and Radio are important to this gist because they still hold considerable market share, especially in a place like Nigeria. Yes, more and more people are getting on the internet but the numbers say A LOT of people still watch TV and listen to radio.
The interesting thing is that, in today’s world, that aspect of the media and technology space in Nigeria is routinely discouraged, thanks to a perceived inferiority and lack of prospect. And its hard to fault that — many people reading this have TVs they have not used in months, except maybe for football or Telemundo.
But it is still a player, though — and a strong one too. It may not have shiny growth prospects and high-impact innovation may not be its forte but radio/TV in Nigeria is still a big deal.
Even the so-called “upper-mid-class” millennials will add “TV” to their shopping list when they finally move out of mummy’s — even if they’ll never use it. Things like football and even a surprising number of TV shows draw millions of audiences across the country and beyond. There’s still satellite TV (DSTV).
Someone with a big brain at GTBank (or the creative team that worked on the project) saw this as an opportunity to capitalize on an oft-forgotten share of the media and tech industry.
The result is the “737” ad playing in rotation with other music videos from around the world on the Trace Nigeria music channel. We all know that is the default station at almost every bar, lounge, restaurant, eatery and salon in Nigeria that can afford satellite TV. (I do not acknowledge Telemundo as an entity -_-)
This is in addition to the constant rotation it gets across several radio stations, especially in Lagos.
How many times will your aux chord not work or your car player will be faulty and you will tune in to the radio? Or your Uber/Taxify doesn’t have an aux chord so you have to listen to whatever channels his car radio can pick up? Even in public buses — as long as its not “Naija Jamz Vol. 23” or “Oba Orin — Saheed Osupa Live in Ijebu Ode 2017,” your listening pleasure will probably be satisfied by a radio station. Let’s not even talk about “earpiece panic”.
That is kind of like filling in the gaps because you get to remain top-of-mind in the parts of people’s daily lives where their phones can’t fill in. You also get the added benefits of reaching the older populace who do utilize these traditional platforms.
Yes, that kind of real estate is quite expensive compared to new media forms of ad placement — but is so for a reason. Surely, no sane company would still waste shitloads of money on traditional advertising if they were getting commensurate value, at least.
Even at that, getting the “737” song in rotation on a music & lifestyle channel like Trace Nigeria is not something you’d expect. In the hour or so I have been writing this piece, its played thrice at the lounge near my house that has become my “office.” The in-house DJ even asked me if I knew where he could download it.
Then there is the video: top notch from start to finish. From lighting to casting, costume and props — and even the storytelling — everything is deliberate and on-message.
Now, whether the service actually works as advertised or sucks is for those that know to say, but whoever made that decision, tiri gbosa for you!
Caveat: This is not ad for GTBank and I am in no way, manner or form affiliated to the bank. I don’t even own a GTBank account.
