Introduction:
In the world of advertising, creating a campaign that resonates with the target
audience is essential for success. For brands to stay relevant, they must not only
communicate their product's benefits but also emotionally connect with the
audience. While some brands succeed in creating ads that leave a lasting impact,
others fail to do so, often leading to negative public reception. In this analysis, we
will explore two Nigerian advertisements: Guinness' "Made of Black" campaign,
which was successful, and MTN's "I Don’t Get" ad, which failed to resonate with
its audience. Through these examples, we will critically analyze the factors that
contributed to their success or failure.
Guinness "Made of Black" Campaign: A Celebration of Nigerian Spirit
In 2015, Guinness Nigeria launched the "Made of Black" campaign, which aimed
to highlight the strength and resilience of Nigerians, particularly the youth. The
campaign centered around the idea that Nigerians, like Guinness, are "made of
black," symbolizing strength, boldness, and a relentless spirit. The ad featured
several Nigerian figures, including artists, entrepreneurs, and athletes, who
overcame adversity to achieve their dreams. The ad’s slogan, "Made of Black,"
was not just about the color of the drink but about the indomitable spirit of the
people who embody the values of strength and courage.
Why It Worked:
1. Relatable Messaging: The core of the "Made of Black" campaign was its
relatability to the Nigerian people. Nigerians, particularly the youth, are known for
their resilience, creativity, and perseverance in the face of challenges. This ad
recognized and celebrated that. It didn’t just talk about the product; it talked about
what it meant to be Nigerian. By featuring people from various walks of life—
whether they were entrepreneurs, musicians, or athletes—the ad connected with a
broad audience. Nigerians saw themselves in the campaign. It wasn’t just about
drinking Guinness; it was about identifying with the boldness and strength that
Guinness symbolized.
2. Emotional Resonance: The "Made of Black" campaign tapped into a deep
emotional reservoir. Nigerians are proud of their heritage, their culture, and their
ability to succeed against all odds. This pride is often expressed in stories of
overcoming adversity, whether personal, social, or economic. The ad took these
stories and amplified them, showing that Nigerians who dared to be different and
defy expectations were, in a sense, "Made of Black." The use of real-life figures
who had overcome challenges gave the ad authenticity. It didn’t feel like a
commercial selling a product—it felt like an anthem for anyone who had ever
struggled and succeeded.
3. Cultural Relevance: The ad understood the cultural context of Nigeria. It wasn’t
just a generic global campaign; it was specifically tailored to resonate with the
Nigerian audience. The phrase "Made of Black" is a play on the color of the
Guinness drink, but it also spoke to the identity of Nigerian people, who have
historically faced numerous challenges, yet continue to thrive. By using this
metaphor, Guinness created a campaign that was not just for the product but for a
shared cultural experience.
4. Empowerment: One of the key elements of the campaign was its empowerment
message. Guinness wasn’t just selling a drink; it was selling an idea. The idea that
Nigerian youth were "Made of Black"—strong, brave, and unafraid to go after
what they wanted. This kind of empowerment resonated deeply with the target
demographic, especially in a time when young Nigerians were navigating a
challenging economic and social landscape. The message was clear: If you’re bold
enough to take risks, you can achieve great things, just like those featured in the
ad.
5. Brand Alignment: Guinness has always positioned itself as a brand for those
who are bold and daring. The "Made of Black" campaign was a natural extension
of this brand philosophy. The ad didn’t try to sell an image that was disconnected
from the core values of the brand. Instead, it embraced what Guinness has always
stood for: strength and boldness. This alignment made the campaign feel authentic
and true to the brand's identity, which further strengthened its impact.
MTN's "I Don't Get" Ad: A Missed Opportunity
In stark contrast, MTN, one of Nigeria’s largest telecommunications companies,
launched an advertisement in 2016 with the jingle "I don’t get." The ad featured a
young man who repeatedly used the phrase "I don’t get" in various humorous
scenarios, including trying to explain things or asking for help. The campaign was
intended to highlight MTN’s improved network services, but it ended up missing
the mark for several reasons. Despite having a catchy jingle, the ad received a
backlash, with many Nigerians failing to connect with its message.
Why It Failed:
1. Confusion Over the Message: The primary reason the "I don’t get" ad failed was
its lack of clarity. While it aimed to showcase MTN’s network improvements, the
ad’s messaging was unclear. The phrase "I don’t get" was vague and did not
directly communicate the benefits of MTN’s service. Viewers were left confused
about what the brand was trying to convey. Was the ad about improving
connectivity? Was it about making communication easier? These questions
remained unanswered, which left the audience frustrated and disconnected from
the campaign.
2. Lack of Emotional Appeal: Unlike Guinness, which successfully built an
emotional connection with its audience, MTN’s ad felt shallow and devoid of
emotional resonance. The ad tried to be humorous, but the humor didn’t land well.
It felt more like a forced gimmick than a genuine attempt to communicate a
message. The repetition of "I don’t get" became tiresome rather than funny, and
viewers felt that the ad lacked depth. It didn’t touch on any real emotional triggers,
such as the joy of seamless communication or the frustration of dropped calls,
which are experiences many Nigerians can relate to.
3. Misalignment with Brand Values: MTN has long been known for its
straightforward and reliable services. Its previous campaigns had focused on
showcasing the network’s reliability and speed. However, the "I don’t get"
campaign felt out of place within MTN’s established brand identity. It was an
attempt to be quirky and fun, but it didn’t align with the image MTN had cultivated
over the years. The ad felt like a departure from what customers expected from the
brand, and this misalignment may have caused a disconnect with the audience.
4. Over-Saturation of the Jingle: While jingles can be an effective advertising tool,
over-saturation can lead to negative responses. The repetitive nature of the "I don’t
get" jingle made it difficult for people to escape it. Instead of being catchy and
memorable, it became annoying. This over-exposure led to fatigue, and people
quickly grew tired of hearing the same phrase over and over. The jingle lost its
charm and became more of a nuisance, which ultimately worked against the
campaign.
5. Failure to Address the Core Problem: MTN’s "I don’t get" ad failed to address
the core problem that many Nigerians face with telecommunications: poor service
quality, dropped calls, and network congestion. While the ad played on the idea of
not "getting" something, it didn’t clearly address the real issues customers
experience with MTN’s services. It felt like MTN was trying to make light of a
serious issue, which many Nigerians didn’t appreciate. Instead of focusing on how
MTN was improving its network, the ad seemed more interested in being funny,
which missed the mark for customers looking for reliable service.
Critical Comparison:
The stark contrast between Guinness' "Made of Black" and MTN's "I Don’t Get"
ads highlights the importance of emotional connection, clarity of message, and
brand alignment in creating a successful advertising campaign.
Guinness understood the power of storytelling and tapped into a sense of pride and
unity within Nigerian society. It celebrated the strength of the people, and in doing
so, it connected with the audience on a personal level. The campaign spoke to
Nigerians’ struggles, triumphs, and shared experiences, making it not just a
product promotion but an emotional journey that people could relate to.
On the other hand, MTN's "I Don’t Get" campaign fell short because it failed to
clearly communicate its message, lacked emotional depth, and seemed out of sync
with the brand’s identity. It relied too heavily on a repetitive jingle and humor,
which didn’t resonate with the audience or address the real issues that MTN’s
customers were facing.
Conclusion:
In advertising, the key to success lies in understanding your audience and creating
a campaign that speaks to their emotions, values, and experiences. Guinness
achieved success by creating a campaign that celebrated the spirit of Nigerians,
while MTN failed because it missed the mark with a confusing, shallow, and
misaligned ad. By focusing on emotional resonance, clarity, and authenticity,
brands can create campaigns that not only sell products but also build lasting
relationships with their customers.