Etisalat Cliqlite

Cliqlite is the educational product from Nigeria’s telecom company Etisalat (now 9mobile). The brief was to introduce it to young people and their parents in order to create brand awareness and inspire sign-up.

Our answer was the theme “Make Learning Fun.” Our execution was also that – fun. We started by redesigning the mnemonic to be used on radio. In this new mnemonic featured children humming the brand’s payoff tune. It was an instant hit!

We also had a TVC that ran as a bit of a movie rather than just some annoying brand selling to you. We combined this with OOH, Print, Web portal and music that was instantly available to Cliqlite subscribers.

Finally, we created the second most successful branded comic book franchise in Nigeria to date: Cliqlite Agents. The characters from this comic book were the same in our TVC, Radio, Print commercials, so there was that synergy. We also produced merchandise in line with these characters and the campaign.