Railway Advertising In Nigeria: The Royal Ceramics Campaign Story
The excitement in the office air for a newly executed campaign is often palpable, but this time there was a sense of fulfillment in knowing that we had successfully helped one of our value-driven clients solve some of their fundamental marketing challenges.
Royal Ceramics (A brand owned by West African Ceramics Limited) had just extended their Railway advertising campaign from the Abuja to Kaduna railway line in the North and had now extended their campaign to the Lagos to Ibadan railway line in Southwestern Nigeria. This made them the very first brand to execute a National Railway advertising campaign.
Advertising in Lagos, Ibadan and Abeokuta: The Challenges
There were two key challenges Endcorps’ Railway advertising was going to help them solve. First, was the need to maximise their marketing budget and build awareness to reach their target audience (Building/Real estate professionals and homeowners) in Lagos, Abeokuta and Ibadan cities.
The second challenge was to tackle the need to generate product demand for their new distributors in Abeokuta and Ibadan.
A Royal Welcome
Upon recommendation by our planning team, Royal Ceramics leveraged the welcoming experience we were creating for arriving passengers at the arrival halls of the Lagos, Abeokuta and Ibadan train stations, replicating the same strategy they had employed at the Abuja and Kaduna Train stations.
This meant that their campaign would reach all passengers as they arrived at the train stations in Lagos, Abeokuta and Ibadan, thus maximising a limited budget to gain very significant visibility in Southwestern Nigeria.
Local Brand, National Coverage
Two weeks into the extended campaign, we were pleased to find out that their distributors in Abeokuta and Ibadan had reported a significant upturn in the number of in-store visits and demand for Royal Ceramic tiles.
With campaigns now live in Lagos, Abeokuta and Ibadan train stations in addition to their existing railway advertising campaigns in Abuja and Kaduna, we are happy to help West African Ceramics Limited cement its place as a truly national brand.
ALREADY!!!!