To deliver an Integrated Marketing Communication Above-The-Line campaign plan for Squadron Dark Rum, another premium brand of Intercontinental Distillers Limited (IDL). The plan also included increasing Share Of Voice (SOV), maintaining current brand patronage amongst target audience and influencing repeat purchase the brief also included buying Media for the content across Nigeria.
What We Did
We conceptualized, produced, (in our in-house studio), “Squadron Dark Rum Football Rave” which later transformed into the current “Squadron Football Special” on Radio and we bought media for the program across media organizations such as Max FM, The Beat 99.9 FM, Splash FM, and 12 other stations pan-Nigeria. “Squadron Football Special” aims to engage the target, who are ardent football fans, and this insight informed the choice of platforms used which resonated well with the brand. With the in-depth experience of On-Air personalities like Tito Da Fire and Omodia, each edition is a weekly delight.