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Case Studies

Society for the Performing Arts of Nigeria (SPAN)

Description

SPAN has trained young male and female Dancers/Singer over a period of 8 years. It was now time for the median Graduation of 20 successful students in 2013 and the non-profit organization wanted to celebrate the youth’s achievements. SPAN also wanted to reward excellence and outstanding students along with the official launch a Health Fund to further aid and support the students. So SPAN came to Curve to help attract new audience and provide visibility in the media to further project the Brand image in West Africa. Curve Communications developed a publicity strategy to achieve media buzz and solicit more patronage for SPAN.     

Results

Curve ensured that the First Graduation of SPAN attracted a lot of attention from both print and electronic media. Starting with a large media attendance at the graduation ceremony in Lagos, several pictures of notable sponsors of SPAN were exploited in National newspapers. A television station, silverbird television (STV Entertainment Weekly) aired the event on Network coverage while several online platforms exploited the mentions and pictures on sites in Nigeria and Ghana. Curve was able to pitch some Art reviews, slice-of-life stories of graduates and 2 full page photo-splashes in Nigeria Guardian and Compass newspapers within the one month campaign duration.

Golden Penny Foods Back

Description

Golden Penny Foods is a subsidiary of Flour Mill of Nigeria Plc and producers of the different range of Golden Penny products. The company organizes a yearly Customer Forum for distributors generally where consumers are rewarded for long term patronage. Golden Penny Foods wanted a double celebration by introducing the new Sugar variant into the market during the Customer Forum 2013. Curve was invited to help with the media exploitation of the event which was held at the prestigious Eko Hotels & Suites in Lagos.

Results

Curve used its extensive contacts in the media to execute a strategically planned marketing and communications campaign. An outstanding number of journalists from beats like brand & marketing, industry, Foods & beverages and photographers grazed the Customer Forum 2013. The next day, we recorded several pictures of the new product launch in both National and regional newspapers. Curve achieved multi-angle press releases exploited in 1st, 2nd and 3rd tier newspapers and magazines with online mileage and visibility across West Africa.

Curve Communications later pitched brand commissioned stories in select marketing publications and executed a comparative environmental analysis between competing brands to determine media voice share during the one month campaign.

Greater Washington Logistics Back

Description

The official signing of a Memorandum of Understanding (MOU) between Greater Washington Logistics and Turkish Cargo, a subsidiary of Turkish Airlines. The event will be used as a platform to reward partners and business associates with flight tickets, branded souvenirs and gifts packages. Curve was invited to help generate positive publicity for both organizations as a reputable haulage and logistics business in Nigeria.

Results

Curve rallied the media (Photographers and reporters) to achieve good event coverage and there were exclusive interviews with the Chief executive Officer of Greater Washington and the Country representative of Turkish Cargo. The signing ceremony availed both companies a chance to connect with the media which reflected in the detailed stories from different news publications.

Curve Communications later pitched brand commissioned stories in select marketing publications and executed a comparative environmental analysis between competing brands to determine media voice share during the one month campaign.


YDx NigeriaBack

Description

YDx is a youth marketing company based in Lagos and organizers of the Inception 2012. The event is a summer party to welcome students back to a new academic session at one of the private beaches on the Lagos shore-line. YDx partnered SoundCity (Music channel), Beat 99.9 FM (radio station), Coca-Cola and McDowell’s Spirits to bring an exciting experience to several youths in Lagos. Curve had the task to raise and generate awareness pre, during and post Inception 2012.

Results

Curve Communications designed a strategic and innovative campaign which ensured maximum exposure from the build-up stage through the event and post exploitation of pictures, press releases and video footages from the summer beach party. We deployed a holistic approach, which led to increased talkability among youths nationwide and it drove foot-traffic to the venue with a record sale of over 4,000 tickets.

Curve Communications later pitched brand commissioned stories in select marketing publications and executed a comparative environmental analysis between competing brands to determine media voice share during the one month campaign.


JK PartyWorld Enterprises Back

Description

JK PartyWorld is a professional catering and event planning outfit based in Lagos. The company opted to assist several unemployed youths with its first entrepreneur training which provides real life cookery lessons and a step-by-step process of modern event planning. JK PartyWorld engaged Curve to position the entrepreneurial classes which are targeted at undergraduates, young school leavers and the upwardly mobile executives in the corporate world.

Results

Curve used its extensive contacts in the media to execute a strategically planned entrepreneurship training for youths in Lagos. The campaign was outstanding as several reporters lend their pens to support a social course from beats like food & beverages, brand & marketing, industry, lifestyle and photography.

The project tagged “Be Your Own Boss” led to the gainful employment of over 60 youths between age brackets 17 – 30 years. We achieved multi-angle press releases exploited in 1st, 2nd and 3rd tier newspapers and magazines with online visibility on select platforms across West Africa.


Absolut Vodka Nigeria Back

Description

Absolut Vodka is one of the premium brands from the stable of Pernod Ricard. The brand supported the MTV Africa Music Awards 2014 (MAMAs) which was held in the city of Durban in South Africa.

Pernod Ricard Nigeria Limited, the sole marketing company of Absolut Vodka in Nigeria leveraged on the global sponsorship of the biggest musical concert in Africa and had several activities as build-up to the grand awards on June 7, 2014. It was an entertaining trail of 3 Beach Cocktails, 1 Art Party, 1 Nomination Party and the Awards in South Africa.

So Absolut sent a brief to Curve to help attract new audience and provide visibility in the media (On and Off-line) to further project the Brand’s image in Nigeria. Curve Communications developed a PR strategy to achieve maximum media buzz and drive more sales for ABSOLUT.

Results

Curve used its extensive contacts and robust media relations to execute a global sponsorship campaign. Our media advocacy group of 20 members spanned across brand & marketing, industry, entertainment, news reporters and photographers. The Absolut MAMAs campaign recorded mentions (stories & pictures) in both National and local newspapers with interactive postings on prominent blogs and marketing sites. Curve achieved a larger broadcast coverage on Radio & TV for the Absolut Vodka brand as against competition within the 3 months MAMAs campaign. Curve achieved multi-angle press releases exploited in 1st, 2nd and 3rd tier newspapers and magazines with online mileage and visibility across West Africa.

Absolut Vodka Nigeria also reward 4 loyal consumers with VVIP Tickets to see the MAMAs LIVE in South Africa and some others got gifts like branded Beats by Dre headphones. The Absolut consumers from Nigeria had a memorable time in the City of Durban with visits to notable personalities and landmark locations in South Africa. 

Curve Communications as part of post-exploitation strategy, pitched entertainment reviews, feature stories and colourful photo-splashes in select publications. A comparative environmental analysis was carried out between Absolut Vodka and competition to determine media voice share from April – June in 2014.

 

Silverbird Television Back

Description

Silverbird Television is one of the top private broadcasting station in Nigeria. The station wanted to organize the Caribbean American African nations Music Awards (CAAN) in Bayelsa State and called on agency to provide event management support service for some A-list Artist like KCee, Timaya, Waconzy among others. Curve Communications was to manage the logistics and artist performance angle of the CAAN Music Awards 2013 event.

Results

Curve used its good relationship in the entertainment industry to ensure a smooth outing for the different artists during the Caribbean American African nations Music Awards 2013 event in Bayelsa State, Nigeria. All our artists also tweeted extensively about the event to spin conversations and attract a boost in the attendance turn-out.



TECNO Mobile Back

Description

TECNO mobile is one of the providers of smartphones in Nigeria market and the brand launched a new product – the Phantom Z Smartphone in Nigeria. There is strong competition amongst mobile phone manufacturers in the country with likes of Samsung, Nokia, blackberry and TECNO Mobile needed to drive maximum publicity with the Phantom Z launch.

So after series of consultation within the industry, an agency working with TECNO contacted Curve Communications to provide professional public relations services for the Phantom Z launch in Lagos. Information provided also indicated that TECNO Mobile intends to use the launch to also reward long standing customers for their loyalty. 

 

Results

Curve Communications invited and managed over 40 journalists at the Phantom Z launch in Lagos. There was massive media coverage with reporters from various beats ranging from ICT to Brands & Marketing, Entertainment, Industry, News and photography platform.

Curve deployed its years of experience in media relations to garner maximum publicity for the brand which included exclusive radio and television interviews for some top management staff of TECNO.

Agency achieved a FRONT PAGE picture of the Phantom Z Smartphone launch on African Business Week newspaper with several multi-angled press mentions (stories & pictures) in 1st, 2nd, 3rd and 4th tier news publications. Curve also helped to achieve brand reviews of the new Phantom Z in select publications.     


Sovereign Trust Insurance Back

Description

Sovereign Trust Insurance participated in the 3rd edition of Nigeria Maritime Expo tagged NIMAREX 2013. STI needed Curve Communications to provide unique graphic design and produce three-fold flyers along with roll-up banners for booth branding at the event. STI requested that agency delivers an outstanding look and feel design which represents all the different areas of the insurance company covers like maritime and vessel insurance, cars and home theft insurance and personal insurance to mention a few.  

Results

Curve infused into the different designs some specifics of the STI brand alongside unique pictures of models which indicates a growing and youthful company. The roll-up banner and flyer distribution at the NIMAREX 2013 event had a notable effect on the target audience as several intending customers flocked to the STI booth to make enquires and sign-up for insurance packages.

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