Gulder Ultimate Search 7: Nigerian Breweries Plc

THE CHALLENGE
Gulder wanted develop a 360-degree communication plan that would ignite the passion of the target audience for GUS VII, and reposition it as the first and best TV reality show in Nigeria.

THE IDEA
CMC Connect utilized the anatomy of the show, the intrigues and its unpredictability element to generate all year talk-ability that only the Gulder brand could deliver via relevant PR tools. We set up two dedicated teams in the media on the project: The Advocacy group and The Gate-keepers group.

THE IMPACT
The campaign and media engagement strategies ensured that the entire series achieved outstanding media coverage. Fans were engaged in multiple platform, with discussion ensuing on social media. The finale and the event following also recorded huge success and there was positive reception from the public.

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