According to The Official Grammys website, The Grammys is The recording industry’s most prestigious award, the GRAMMY, is presented annually by The Recording Academy. A GRAMMY is awarded by The Recording Academy’s voting membership to
You could say the Grammys are the equivalent of AFRIMMA in Africa(Though it’s far from it, to be honest, we are catching up). The 2019 Grammys took place at Los Angeles‘ Staples Center on Sunday, Feb. 10.
It’s during such glamorous events that Brands in The US fight each other to have some of the attention from the 20M+ Americans who watch the Grammys.Later on, 200M+ people globally get to watch the recorded show on various platforms like YouTube, Facebook Video, I.G TV and licenced broadcasters in various continents.Below is the show’s viewership statistics over the years(Reason why brands fight each other to be sponsors for this)
The Awards have been such a success because of the support from the sponsoring brands which also drive the support for the event in various advertising platforms more so seeking engagement with fans on social media during the live event. Let’s have a look at what Brands did for this years’ Grammys in an effort to attract THE attention from their fans, which the social media universe couldn’t get enough of. Several brands used Sunday’s broadcast to introduce a new and creative way to reach the 20-plus million
1.Aflac brought in some Insurance, in a cool way though.
When most people hear the word “insurance”, they form a mental picture of a 65-year-old ducked somewhere in a corner office perusing through a pile of dusty papers which probably were dropped by clients three months ago. Well, this is the kind of picture that comes to my mind when I see Commercials from African brands, more so Kenyan brands which make them so boring to watch. Not for Aflac (American Family and Life Assurance Company). Aflac is the largest provider of supplemental insurance in the United States. The company was founded in 1955 and is based in Columbus, Georgia. The company does $26billion in annual revenue and even though it’s one of the oldest businesses in the U.S, it never loses it’s cool, Aflac leveraged the Grammys to publicise it’s Publicis NY-developed “Aflac Isn’t” rebrand designed to address popular misconceptions about the company. The brand supported its sponsorship as the Official Insurance Provider for the show by introducing a new collaboration with nominees Bebe Rexha, PJ Morton and Leon Bridges(Most Kenyans/Africans probably know Bebe Rexha in these examples😂)
Most insurance companies in Africa still use the same old script of pushing ads on TV..someone getting knocked down by a car and blah blah, which they re-push again in social media without considering the demography of each of the platforms. What Aflac has done is communicating their message in a way that people of the younger audience can relate to, which seems to be music in the ears of African Brands, Guys you gotta change the way you do your messaging..at least pick a few lessons from Aflac.
2.Intuit(The company behind Quickbooks), used music as an AD and Took advantage of Behind the scenes(How cool is that?)
You don’t have to be a rocket scientist for you to figure out that the best way to connect with people during the music season if you are a brand, is through music(Duh! It’s the Grammys). Financial institution companies are
According to Media Post, Intuit and agency Phenomenon are extending the tech brand’s recently launched brand campaign with a 60-second TV animated spot that features a Latina protagonist who grows up watching her father achieve the life he wants for his family. The ad also features the rising Latina singer Raiche performing an original track titled “Wow.”
In addition to this TV spot, Intuit will feature Raiche in behind-the-scenes content highlighting her road to the Grammy’s across social media(How many brands in Africa would use their “behind the scenes” of their commercials as content for social media, people would want to see those 100 retakes guys).
Intuit, which does $6billion in annual revenue, is also launching a user-generated campaign to encourage consumers to share their “big hustle” for a chance to win $3,000. User Generated Content is defined as any type of content that has been created and put out there by unpaid contributors or, using a better term, fans.
I haven’t seen a brand in Africa which has seriously put in some effort to have heavy UGC(Mention them in the comments if you happen to know a few).With all the impact that most brands have had in Africa, having UGC
3.IBM leveraged Watson’s capabilities to create a connection between the Artists and the audience(Did I just hear A.I at the Grammys)
The audience connected with the Artists at the
It’s high time brands in Africa started creating and building a real connection between their customers and the causes they care about.Yes I know what you’re thinking, the likes of Safaricom are already doing this to some extent but their ads are starting to look and sound cliche and they are totally not made for social media, guys, seriously, try something new.
Brands can no longer simply be a product or service that is offered in a store. They have to shape the entire way people engage, shop, and buy in various touch points of the customers purchase journey.The cost of distribution of these content has dramatically nose-dived due to the low cost of pushing ads on digital media.If Brands in Africa want to grow for tomorrow, it’s time they adopted best practises from companies that are miles ahead in creating a consumer connection.Watson!Please talk to them.