OPINION : Bravo Tigo! Your advertising breathes new life

Alex Kamara’s bag of marketing tricks is kicking new life into the local marketing scene. That is going by what Tigo Rwanda has been unleashing into the market ever since they made their entry. One cannot help but notice the refreshingly funky, new face of adverts which Tigo has posted on to the Kigali City Buses. The adverts are a little different from what us as Kigali City residents are used to. We only have to look at the other adverts pasted on buses for the purposes of making a comparison. These adverts are appealing to the eye, simple and the messages passed are crystal clear. The Rwf 1 or 1.5 messages establishes instant connection and chemistry with consumers especially those who are eager to save. There is a clear connection and street smartness about the creative work involved. This is simple marketing targeting those at the bottom of the pyramid which seems to be Tigo’s target. Tigo has been full of surprises. During the official launch, those who graced the occasion could not stop wondering about the ‘difference’ in the kind of launches we are used to. For instance there was real red carpet photo opportunity in which the photo clips could be assessed in real time. This in itself is somehow very far from the ordinary launch events. Lighting too was marvellous for an event that was staged in Serena Hotel Kigali. On top of that, the dress code came with the Tigo brand catch phrase ‘express yourself’, meaning that there is an urge to connect with the masses-the people who will support the use of the network. There are other low lost marketing entry mechanism that Tigo has so far presented. For instance those in the know are saying that Tigo is targeting the very new subscribers the one who had been ‘locked out’ by availing ‘more value for far much less’. The Rwf 1 advert seems to be driving this point. The marketing at UTC is another case in point. I am being reliably told that Tigo is still yet to unleash more tricks. For instance following closely in the heels of the KBS bus adverts are the huge billboards which are yet to make a difference. Again dwellers in Kigali have been given a taste of the crisp adverts with one mounted at lower Kivoyu as one slopes towards Sopetrad. Talk is rife within the marketing fraternity that competitors have been thrown completely off balance with Tigo planning to mount over 50 of ultra huge billboards countrywide. Some officials are whispering that Alliance Media the outdoor specialists has been handed a contract to do this job by Tigo and soon the countryside will come alive with the simple messages from Tigo as they take their war upcountry. One thing I can point out is the market is yearning for real sales promotion which only a vibrant corporate can give us. Consumers are eagerly waiting for those huge promos which will excite them to high heavens as it is done the world over. If going by what Tigo is unleashing is any yardstick I can assume that next year the marketing fraternity will be given a huge boost as the company will set out the levelling playing field. We consumers know that the party has just started! Ojiwah@gmail.com

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OPINION : Bravo Tigo! Your advertising breathes new life