Two thousand people in a virtual room, in thirty-six hours

A finance minister on the bill is only worth having if people turn up to hear them. The event was thirty-six hours out and the room was empty.

Access Bank was hosting a virtual event with Nigeria’s Minister of Finance speaking. The calibre of the speaker was not the problem. The problem was reach inside a day and a half — long enough to spend money badly, nowhere near long enough to run a normal campaign cycle of concept, review, produce, test and launch.

Working under Promitis, we had one shot at the creative. Anything that needed a second round would have missed the event entirely.

1. Led with the speaker, not the bankThe draw was the Minister of Finance. The creative made that the first thing you saw, rather than opening on branding and burying the reason to attend three seconds in.
2. Built one animated explainer, not a deck of static adsMotion holds attention in a feed where a still image does not. One explainer, cut for each placement, meant a single production pass instead of separate assets per channel.
3. Ran it across four channels at onceLinkedIn, Facebook, Instagram and YouTube simultaneously, with the ad copy written per platform rather than one caption pasted everywhere. Targeted at 5,000+ participants.

The services behind this project: