Tigo’s Drop That Yam’ advert has been adjudged as Ghana’s television advertisement of 2014 at this year’s Chartered Institute of Marketing, Ghana (CIMG) Awards in Accra.
The classic 55-seconds commercial featured renowned actress Mercy Asiedu, and television presenter and actress, Naa Ashorkor Mensah-Doku, among others. The advert uses satire and humour to highlight the benefits of smartphones.
In the advert, a mother-in-law teases her daughter’s suitor for using a feature phone. She encourages him to ‘Drop That Yam’ of a phone and get a smartphone so they can stay in touch on various social media channels.
Excerpts from the citation conferred on Tigo read: “With one clear message that you offer benefits that suit consumers’ digital lifestyles whiles allowing them to achieve more, you have succeeded in catching the attention of your target groups.”
“Your understanding of the market, which compels you to satisfy the customer at every touch point still remains your hallmark and makes this advert touch base with Ghanaians.
“In recognition of these feats which saw message recall record an 87 percent, the CIMG confers on Tigo-Drop That Yam -TV Advert of the Year, 2014.”
“This award is important to us, because the Drop That Yam campaign gave thousands of customers the opportunity to own smartphones at a discounted rates,” said Tigo Ghana’s Director of Marketing, Jesse Agyepong.
He explained that the award is a testament to the company’s commitment to provide world-class and innovative digital services to businesses and customers.
“Our gratitude goes to our customers, our creative agency – Insel Communications Limited, digital agency Now Available Africa and the management and staff at Tigo, who worked around the clock to ensure we delivered on our ‘Drop That Yam’ campaign promise,” he added.
The 26th CIMG Awards and Dinner Dance, Ghana’s premier marketing event, every year brings together renowned marketers and organisations to acknowledge and celebrate excellence and innovation.
The theme for this year’s award was ‘The future of Marketing: evolve or die’.