Following the previous article on Product Placement in Nigeria, Oluwole Ogunlade who contributed inspired me to delve more into examples of entertainment products that have used product placement to fund their productions and possibly generate floating cash.
Music producers in Nigeria have in recent times either placed products within their music videos or mentioned brands while singing. Here are some examples:
Godwin (by Korede Bello) Music Video
In the music scene, Marvin Records has successfully used products placement in some of their music videos.
Godwin by Korede Bello, featured Access Bank and Lekki Gardens in the Godwin music video. The music video featured an individual getting a credit alert from Access Bank and the phone screen filled the frame of the screen revealing the bank’s name.
Lekki Gardens got more than one spot compared to Access Bank, the popular comedian and business man, AY was seen in the video displaying the Lekki Gardens logo and in the same light the Lekki Gardens logo filled the screen at some point.
The highlight for me was that the song actually blended with the products being displayed and it seemed ok to have those brands appear on the screen.
Dorobucci (by Marvin Crew) Music Video
Dorobucci by Marvin Crew, featured Nokia Lumia phones in the Dorobucci music video. The Marvin artists were observed throughout the music video with Nokia Lumia phones. The director of the music video was not subtle at placing the products within the scenes, the product placement was direct and obvious. Interesting to note that Dija, one of Marvin artists used the same Nokia Lumia phone in the Adaobi music video. Dr. Sid’s performance featured a full clip advert showing the Lumia phone’s capacity to connect wirelessly to a compatible wireless speaker.
Sekem (by MC Galaxy) Music Video
MC Galaxy mentioned notable personalities in the official Sekem music video. From mentioning notable politicians to celebrities, Mc Galaxy employed an age long product placement medium of chanting praises or mentioning known brands in the music video. These mentions came towards the end of the video as seen in the clip below.
The Figurine (Movie)
Movie producers are not left out of the product placement gig, they have also placed products within their movies. In the movie Figurine, companies like Unilever, GlaxoSmithKline (GSK), Motorola and Omatek Computers used the platform provided by the movie to advertise their brands and products. One of the products advertised Lucozade Boost (the energy drink) got 30secs out of the full movie and the story line probably adjusted to fit the product being advertised. Remove the consumption of the drink and the story still holds.
Short Films Producers in Nigeria have also used products placement, instances of such are seen in NdaniTV’s series The Interview and Officer Titus were GTBank’s logo and SME Markethub are featured in the videos.
The captivating series from NdaniTV has gotten Gtbank’ s brand on people’s devices through online and offline viewing of each episode. The light nature of the video files (file size) encourages download and share through social networking platforms like BBM, Whatsapp and so on. This is a unique strategy for penetration and distribution of video content within the Nigerian market that video producers within the Nollywood space should observe and leverage on to regain spent revenue with profit.
Have you seen any other blatant product placement examples in Nigerian movies, music videos or short films? Let us know in comments section below. Don’t forget to mention the title.
NEW REPORT: Nigerian startups raised $28.35m in Q2 2020; only about 4.5% of that came from local investors. Find out more in the full report.
Introducing the Built in Africa podcast, which spotlights African startups, innovators and everything that makes them tick. Listen and subscribe here.
Techpoint Build 2020 is holding virtually in August. Register free now to attend.
I love telling stories using text, pictures and videos. It’s all about the little details.