Project: Annual M2 Bafana Bafana (Event Management: 2006/07/08)
Synopsis: In May, 2006, the management team of M2 magazine, Nigeria’s foremost brand and marketing focussed publication introduced an industry focused social event platform that would serve two purposes: annual celebration in commemoration of the anniversary of M2, and a social networking platform for captains and other top players in the nation’s IMC sector.
Situation Analysis: Given that they are busy professionals and don’t have control of their time, management and marketing executives hardly have time to let off steam and reinvigorate. Being an industry focused publication, M2 took a leap of faith to create a work life balance for this corps of professionals and their friends. This has served as an added value to the magazine’s target publics.
The Challenge: To develop concept and execute the annual celebration in a way that it becomes a reference point in event management in Nigeria.
Our Strategy: A massive poster and media campaign with bias for broadcast media was employed. This was backed up with strategic PR support and celebrity endorsement in the media.
Tactics: To ensure massive participation, the event was marketed and presented to the industry stakeholders as their own show through a series of communication channels. The consultancy conceptualised the event as a melting point for networking among stakeholders in Nigeria’s integrated marketing communications sector.
Results: The tactics employed ensures multi sector participation. For the third consecutive year, the M2 Bafana Bafana event attracted an unprecedented large number of corporate sponsors and partners who are always eager to leverage the opportunity the event platform provides to promote their brands. For all the three editions, the event received rare reviews in top national publications.