Always Sanitary Towel....
Mother & Daughter campaign
THE TASK
Designed a campaign for 'Always' which would resonate with a target audienceof ages 12 to 25 years,
aimed at building brand equity and generating top of mind awareness.
CHALLENGES
Encouraging the target consumers,who have a short attention span, for long enough to discuss the issues especially given cultural peculiarities of not discussing such 'intimate' issues in the public domain
AGENCY'S RESPONSE
Our approach was three pronged
This first phase was anchored on the idea of the consumer sharing her first experiences associated with puberty and adolescence 2.My dream come true:
This phase was the actual introduction of the product. The campaign was tied to the need for consumer to use a product that is trusted to do the job. 3.The future is now:
This last part dealt with maintaining top of the mind awareness that the brand has gained in the first two phases. The idea was to position 'Always' as a confidence partner as the consumers journey on to live successful lives.
RESULTS
We achieved over 40 media mentions in tier one national newspapers, magazines, TV stations like The Guardian, Punch, Daily Champion, ThisDay, Genevieve, Truelove, Channels TV, amongst others.
THE TASK
Develop a campaign that highlight the health benefits of tea to existing tea drinkers & also to make drinking attractive to a younger demography.
CHALLENGES
Dealing with long standing perception issues like...
In Nigeria, tea is not considered as young peoples drink.
It is also received as a drink to be taken strictly during breakfast
The other key challenge was how to effectively use Nigeria's fragmented media to target audiences throughout the campaign.
AGENCY'S RESPONSE
Our response was a 2 pronged campaign...
1. Key Opinion Formers (KOF) Campaign/Forum
This part of the campaign was addressed to the KOFs that can influence public
perception of the benefits of tea. This helped to position the brand as a thought
leader in the industry. 2. Youth drive
'Tea is cool',Our ideas on this platform included taking tea to school, holding ampling sessions & holding youth oriented events as well as expanding some of the science behind tea drinking in hot weather.
RESULTS
The campaign got coverage from a wide spectrum of media platforms...
Total number of print reports , 54; total number of broadcast, 7
THE TASK
Collate healthcare information related to Ghana's Immunization policies and programs
THE CHALLENGES
The project involved going into Ghana, a West African country, to investigate its
health care delivery system, including the identification and mapping of all health
sector stakeholders AGENCY'S RESPONSE
Agency spent a couple of weeks in Ghana conducting exhaustive research and industry audits.
A comprehensive report (Novartis Meningococcal Vaccine Research)
Ghana was written by Quadrant. THE RESULTS
Quadrant was able to generate a comprehensive report which formed a significant aspect of Novartis Meningococcal Vaccine programming and policies for tropical Africa, as the Fleishman-Hillard's Novartis Ghana assignment was part of a 32-country project.
THE TASK
Develop and execute a PR campaign that will resonate across all the IPO's target
group, with view of instilling confidence in the buying public.
CHALLENGE
The campaign opened at a time when the trend in the stock market was very bearish.
Market capitalization had reduce by double digits.
Hence, the major challenge was convincing a very wary buying public that the
company was good enough to risk their investment.
RESULTS
Over 200 print media mentions;20 TV news mentions; 180 radio news mentions
exponential increase in the share-of-voice of the company.;
The PR value of the company was worth $845,647.
THE TASK
Maintain regular corporate and brand PR
Achieve good change communication management
CHALLENGE.
Management of issues around Zain's five corporate rebranding exercises.
In seven years, the company changed ownership, name management and brands five times
RESPONSES TQC achieved leading PR presence for Econet in the first year of launch earning the company the image of the 'people's network'
TQC led a media campaign to manage the crisis of the hostile takeover of Econet by Vodacom and again ,the subsequent pullout of Vodacom a couple of months later.
Incisive PR support in the building of the subsequent brand transformations from
Vmobile to Celtel. Successfully integrated the rebranding of celtel as Zain reclaiming
competitive advantage in the aggressive Nigerian telecoms market.
RESULT
Zain had demonstrably higher PR output than competitors.
The rebranding from Celtel to Zain produced only positive commentaries.
THE TASK
To create an enabling environment for the 2005 launch of Nigeria's
new private sector flag carrier, amidst deafening critism based on national sentiments,
competitive and special interest group.
RESPONSES
Strong issue management mode from 2004, with constant trend analysis
and executive briefs to client to help the process of response and management with the different stakeholders.
Proactive media engagements to direct the course of negative public and media
perceptions of the joint venture between Nigeria and Virgin Atlantic Airways
RESULTS
Wide local and international news coverage of the activities of Virgin Nigeria;
marked reduction in the level of public 'conscientious objection' to the concept of
Virgin Nigeria in the weeks before launch.
