Train Wrapping: The Future of Out-of-Home Advertising in Nigeria
A Cowrywise Campaign Story
By David Musa 29, January 2025
Platform shot. Photo credit: Endcorps
In Nigeria’s fast-evolving advertising landscape, brands are constantly seeking innovative ways to capture audience attention. One solution that has proven highly effective is train wrapping—a larger-than-life branding opportunity that transforms railway transport into a moving billboard. For businesses operating in Nigeria, this form of out-of-home (OOH) advertising presents an unparalleled advantage.
Drone shots. Photo credit: Cowrywise
“Your audience is on the move. Shouldn’t your advertising be too?” – Endcorps
Why Train Wrapping Works in Nigeria
The Lagos-Ibadan train route is one of the busiest intercity transport corridors in Nigeria, serving thousands of commuters daily. These passengers include professionals, entrepreneurs, students, and business travellers—many of whom represent valuable target audiences for brands. Unlike traditional billboards, which are limited to static locations, train wraps travel across multiple cities, ensuring continuous visibility and high-frequency exposure to potential customers.
Moreover, train travel offers extended dwell time, with journeys lasting between 2-2.5 hours. This gives commuters ample time to engage with advertisements placed both inside and outside the train. The cost-effectiveness of train wrapping also makes it a smart choice for businesses looking for sustained visibility at a fraction of the cost of premium billboards in Lagos.
Cowrywise’s Success with Train Wrapping
One of the most compelling case studies of train wrapping in Nigeria is the Cowrywise campaign on the Lagos-Ibadan railway. As part of its launch initiatives for the Ibadan market, Cowrywise—a leading fintech company—sought to increase brand awareness and drive mobile app downloads among urban professionals and young savers in the region.
Understanding the power of train advertising, Cowrywise partnered with Endcorps to execute a high-impact train wrap, branding the entire exterior of the Lagos-Ibadan train. The goal was clear: to ensure that thousands of commuters and onlookers encountered the brand daily, reinforcing its presence in the personal finance space.
Execution & Results
Endcorps worked tirelessly to deliver the execution in time for the festive travel surge in December 2024, a period when intercity travel peaks. The larger-than-life branding made Cowrywise impossible to ignore, capturing the attention of daily commuters and reinforcing trust in the brand.
The results? A remarkable 49.7% surge in Cowrywise app downloads in December 2024 alone. The campaign demonstrated how train wrapping could drive real business impact by merging high visibility with strategic market timing.
A Smart Investment for Nigerian Businesses
From banking and fintech to real estate, telecoms, and FMCGs, businesses looking to dominate the Lagos-Ibadan corridor should consider train wrapping as an effective marketing strategy. With its ability to deliver massive reach, targeted exposure, and lasting impressions, train branding stands out as a game-changer in Nigerian OOH advertising.
For brands looking to make a bold, unforgettable statement, the Lagos-Ibadan railway presents the perfect canvas. Endcorps is committed to helping businesses maximize this opportunity—just as we did for Cowrywise.
Interested in leveraging train advertising for your brand? Get in touch with Endcorps today!
