MediaReach OMD- Adetunji Adelekan and Adewole Adeosun

7/27/2019 MediaReach OMD- Adetunji Adelekan and Adewole Adeosun

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Adetunji Adelekan - mediaReach OMD


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Objective

Challenge

Facts

Insights

Big Idea

Strategy

Execution

To develop a media campaign in order to ra

N200Mn to support the cause of WELA


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Objective

Challenge

Facts

Insights

Big Idea

Strategy

Execution

People dont donate because they dont th

affects them significantly


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Objective

Challenge

Facts

Insights

Big Idea

Strategy

Execution

WifeHusband

A woman is important because she ismuch more than she is

SisterBrother

is

is


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So, who really is the Victim

One in 3 of all women and

girls 15-24yrs have beenvictims of domestic violence

Around 65% of social viceshave been attributed tochildren that come out ofabused homes

Up to 2/3 of Nare subjected violence in the

It could be y

Objective

Challenge

Facts

Insights

Big Idea

Strategy

Execution


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Objective

Challenge

Facts

Insights

Big Idea

Strategy

Execution

in


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Objective

Challenge

Facts

Insights

Big Idea

Strategy

Execution


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#WeinMe

An Insignificant amount

can improve livesSignifican

Your Will chathe lives

Wome

1 23


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Objective

Challenge

Facts

Insights

Big Idea

StrategyExecution +3

W i h h h ( 3) i h d i h lif


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7am

12 noon

8am 9am

10am

2pm 3pm

6pm 7pm

9pm

Travel journey time

Travel / Shopping / Church

Lunch

shopping / restaurants

Home / re

Attends social functions

(weddings, birthdays etc)

Time with Family

(restaurants, beach etc)

Lunch Meetings

OOH (exposed to OOH during

commuting from office to

Restaurant

Office meetings

Listen to news on

Radio

Drives or

commutes to work

Honours Invitation To Major

Events

Exposed to OOH, and

signages

Exposed to TV brieflyduring lunch (passive)

Listens to music on Radio

during commute

Liste

Radi

comm

Listen to music

on Radio

Goes shopping

Exposed to in store

branding

Browses the

internet

extensively

Weaving the thought (+3) in the day in the life audience, across various opportunities

Obj ti
http://www.indiatalkies.com/images/board-meeting24713g.jpghttp://www.indiatalkies.com/images/board-meeting24713g.jpghttp://www.google.com.ng/imgres?imgurl=http://www.wls.k12.oh.us/Home%20Images/Flat%20Screen%20TV.jpg&imgrefurl=http://www.wls.k12.oh.us/Home%20Images/Forms/DispForm.aspx?ID=264&usg=__Dp1At2xbXoB4CJGTTAAYvmZxXCM=&h=342&w=530&sz=56&hl=en&start=10&zoom=1&itbs=1&tbnid=bscvV90iBVmY6M:&tbnh=85&tbnw=132&prev=/search?q=flat+screen+television&hl=en&sa=G&biw=874&bih=539&tbm=isch&ei=YIbmTaXJF9DLsgak7pSUCA


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84%80%

73%

27% 27%34%

8

Radio TV OOH Newspaper Internet Magazine Cin

%R

each

Source: AMPS 2013

Leveraging a healthy mix of mediaObjectiveChallenge

Facts

Insights

Big Idea

Strategy

Execution

Obj ti P Lit N 97


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Objective

Challenge

Facts

Insights

Big Idea

StrategyExecution

Per Litre N 97

+3Can EmPower Women i

According to FRSC, over 7 million cars ply Nigerian road

Over 1.1 million vehicles were newly registered in 2011 in

Lagos state according to MVAA and Lagos Bureau of

Statics

Report from MetroNaija shows that the average

Lagosian spends at least 6 hours on the road.

Total has a total of 215 filling stations in Lagos, Ibadan,

Abuja, Cross river, Kano and Rivers. With over 50% in

Lagos and Oyo as quoted by www.totalmapng.com

Every cars buy 20 LFor 50 CarFor 215 Fueling statIn a MonthIn 11 Months


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20 March, 2014

+3 on e-commerce sites

N 100

Check Box to help Stop Domestic ViolenceN 3.00 N 3.00

Total: N 1, 480.00

FEED ADREAM

FEED A

DREAM

Part

comenabpoin


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Leaderboardsand side bannerswill be deployedon top Blogs andWebsite

FEED A

DREAM

FEED A

DREAM

Strategic keywordbuys, we will buy intokeywords likeviolence, domestic,

rape, Life,silence

Massive use ofsocial mediainfluencers todrive awarenes

#WeinMe

Minidocumentaries willbe aired asYoutube pre-rollvideos

+3 message on Digital, with contextual relevan

To be measuredWELA FacebookTotal number ofand Clicks achievRespondents popfacebook profile


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+3 message on Radio, leveraging OAP popularit

Radio is to be deployed as ke

medium Leverage on existing platformSharing life issues with Cha

Deploy on drive time on netwostations such as Rhythm FM

Get Multinational companies eTotal and Shoprite to sponso

segments on the show Drive traffic to Total fillingstations and shopping malls wpeople can make their donatio

A four part series on NTA for Pan Nigeria coverage i


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- Incest

- Early marriage

- Forced Pregnancy

Abortion

- Sterilization- Circumcision

- Sexual Harassment

- Trafficking

- Malnutrition

- Health Care

- Denial of economic

resources

- Education

- Harmful traditio

practices

- Dowry

- Killing

- Widowhood

A four part series on NTA for Pan Nigeria coverage istates, strategically on a Sunday afternoon for maxim

Co-hosted by

Empowering Women, powered by WELA


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Amplifying the cause


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Summary

Challenge: Prompting people to get involved and donate

Insight: A woman is important because she is much more than she really i

Solution: connect all social media platform, use radio to create awareness

and make it easy for people to participate

Execution: used owned and paid media over time to create awareness and

drive engagement.


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EmPowering Women= EmPowering

MediaReach OMD- Adetunji Adelekan and Adewole Adeosun

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