Nile University
Client Objective
Nile University, a leading educational institution in Nigeria, sought to leverage the increased passenger traffic during the festive season (Christmas & New Year) to drive national brand awareness for its “Dare to Dream” campaign.
The Big Idea
Nile University partnered with Endcorps to develop a railway advertising campaign that would target travellers during the festive season when passenger traffic on Nigerian railways is at its peak. The campaign utilized a mix of placements, including:
- Billboards at strategic train stations: High-impact billboards were placed at the Idu mega station in Abuja, Rigasa station in Kaduna, and Mobolaji Johnson Station in Yaba, Lagos. These stations see a significant number of travellers from all over Nigeria, ensuring maximum exposure for the campaign.
- In-train LCD displays: Captive audience ads were displayed on the LCD screens of train coaches. This allowed Nile University to reach passengers directly while they were on their journeys, providing them with more time to engage with the campaign messaging.
Results
The campaign helped to raise national awareness for Nile University and its “Dare to Dream” campaign. It was a resounding success, and also achieved the following results:
120,000+
IMPRESSIONS
116,000
WEBSITE VISITORS
Insights
The success of Nile University’s railway advertising campaign highlights several key insights for marketers:
- Railway advertising can be a highly effective way to reach a large and diverse audience. Train stations and train coaches provide a captive environment where brands can engage with travellers directly.
- Strategic placement is key to maximizing reach and impact. Placing ads at busy stations and on in-train LCD displays ensures that they are seen by a large number of people.
- Railway advertising can be a cost-effective way to reach a national audience. Compared to other traditional media channels, railway advertising can offer a more targeted reach at a lower cost.
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