Rainmaker

AIRTEL RAINMAKER Background The Battle Never Really Ends Since 2019, Airtel had led the charge for 4G in Nigeria, with the widest 4G coverage, albeit coming to the market last among the 4 main mobile network operators. In many ways (product and communications), Airtel has revolutionized how consumers perceive and accepted the 4G network. However, as is the case with most highly competitive categories, it was only a matter of time before the competition began to catch up and before consumers began to demand even more. So, we needed to be proactive - grow penetration and get competition customers faster than we lose customers The Communications Strategy Airtel’s data proposition has always and still remains DATA IS LIFE. However, within the context of the consumer issue at hand - they were living a “life” that they could not bet on - filled with inconsistencies. With the challenge, the product, and the existing brand platform overlapping, our strategy wrote itself; Get Competition Mid to High End Mobile Data Users Who See 4G as a consistent experience To Switch to Airtel By Showing Why a life of inconsistencies is no life at all Execution The Rain Maker Airtel is vastly known for its unique approach to culturally relevant storytelling and so, we showed the consequences of inconsistencies on the fate of a people in the most culturally resonant way possible. We tapped into the ancient art of rain control by traditionalists but with a twist - A rainmaker who an entire village depended on to either make or stop the rain but was not always able to make the needful happen; a metaphor for the inconsistencies that category users experience.