This summer Nigerians were treated to an unusual sight in Lagos as telecoms brand MTN turned a billboard into a pop-up work space.
Between May 7th and July 9th, the elevated office was occupied by small business owners and entrepreneurs 24 hours a day.
The #ManInTheBox campaign was devised by DDB Lagos, who were briefed by their client MTN to showcase a suite of game-changing enterprise solutions – and to make sure that SMEs took notice.
“The agency wanted the situation to be seen as a win-win for both MTN and SMEs. To do this, we needed to understand their pain points, one of which is promoting their businesses. With this in mind, the campaign was used to put the spotlight on SMEs,” says the team at DDB. “The billboard itself was made into an office space and #ManInTheBox became Nigeria’s first innovative outdoor campaign.”
The campaign kicked off when, for three days, an unknown man was seen working round the clock in a suspended box.
This got everyone’s attention and, most importantly, caught the eye of small business owners. These business owners were then given use of the box to work in and to showcase their products or services for an entire day each. So not only did MTN get to put their tech in front of the very people they were trying to reach, the SMEs got their own mini marketing boost.
This gave their brand more exposure and increased media following. Locally, #ManInTheBox was hailed for its effectiveness because it delivered on the promise that MTN knows what keeps SMEs up and is willing to go beyond the norm to provide solutions.
DDB Lagos partnered with PHD, Omnicom media company, for the outdoor media plan and Playhouse Communication, a local digital agency to bring this idea to life.