₦airaland Forum

Although this should be for undergraduates but rather than stay at home and do nothing, i thing fresh graduates can also apply if they have the requirements.

Due to the turbulent economy, people are more willing than ever to get rid of items they no longer need by selling them to earn extra income. To make selling more convenient, quicker and safer than ever, recently launched a premium product, D.I.F.M (Do it for Me) where OLX Champs who are sales experts manage the entire selling process on the site from posting the item to closing the deal. This service addresses the needs of users who have no time to post and meet with potential buyers.

A friend who is a staff of FIRS Lagos recently sold his car on the platform using the OLX D.I.F.M (Do it for Me) service. Wosu had successfully used the platform for the past two years to buy items, but it never occurred to him to sell his car on the site until several unsuccessful attempts trying to sell it through personal contacts and his mechanic. He had decided to take it off the market before his wife insisted that they book an OLX Champ for assistance.

Wosu was a bit skeptical, but contacted the Champ who assisted him in not only posting the car on the site, but also suggested the best price to sell his vehicle. Within 24 hours after the ad went live, the Champ informed him that he had a serious buyer and the deal was completed in a matter of hours!

Wosu's experience with the Champ was seamless, and he commended OLX on being innovative and meeting the needs of busy executives like himself who are concerned about their safety and don’t have time to take calls from buyers. I have been encouraged to use OLX, especially the D.I.F.M service as it is convenient, quick and hassle-free.

Gulder, one of the few truly Nigerian brands in its very essence needs no introduction. Perhaps with the most iconic tagline for any Nigerian brand, Gulder’s ‘The Ultimate’ line is our own Just Do it. It situates the brand at the very peak of its category, adding to it a heritage that is second to none.

That said, even Gulder hasn’t escaped the tsunami that has hit the beer category as a whole. It doesn’t matter if you have built an incredible brand presence for many years, today you are speaking to a new kind of crowd and the music can’t be the same.
That said, Gulder’s positioning over the years has been based on a human truth. However, the definition and understanding of manliness has changed over the years. Therefore, it became imperative that the brand take a new approach if it must truly capture the attention of its target audience.

Cue Gulder’s recent “Na Man You Be” campaign; this was created by a boutique branding and creative agency called Image and Time and not by a more established institutional agency. This speaks volumes.

Tosin Lanipekun, the managing partner of Image and Time says “We see ourselves as a global agency from Africa. Our experiences as a team and world class work processes means we are consigned to questioning the norm whilst we yet heavily rely and build on local cultural insights. We adopt design thinking as a veritable approach to problem solving. It enables us to create bespoke solutions for brands, from marketing to product development challenges.”

He adds “If brands are inherently personalities then they must have views and most importantly they must adjust to the definitions of the times they serve”.

The Gulder’s Na Man You Be campaign has been a somewhat polarizing campaign, that has more likes than dislikes. For the first time in a long time Gulder got noticed again. You had your opinion about the campaign not just because you were a marketing communications ‘expert’ but because you were more or less forced to say something about the work itself. That is a plus, whatever the conclusions you came to.

Tosin continues, “many times, we talk about changes in approach and media channels but little is ever said about the changes in the culture and nuances of our targets and the people we are in conversation with.”

People know Gulder, it comes with a demand for respect whether or not you even drink the product. The Gulder story must be retold to today’s audience.

Every generation is prone to defining its terms for itself. Across all spheres of life, there is a cycle that causes each age to reform and redefine its fundamentals. Take family as an example, what was considered family in the 70s isn’t the same as we have today. Family has been generally pruned down to do without the commitment to the concept of an extended family. Culture, Leisure, Politics and every fiber of our social existence morphs to reflect the difference in the thinking of its age.

So when Gulder says ‘Na Man You Be’ what does that mean? Is it the same macho, Hulk Hogan, north facing, stubborn, ruthless lady-slaying, chunk of mindless muscle and stomach fat? Does this stereotype depict what this generation considers to be a man, is it an acceptable description of what a man should be?

When Gulder calls you a man, it affirms the nature of your character rather the size of your biceps or hardness of your voice. Masculinity means responsibility, it means delicate courage, it means being mentally resourceful, to be driven with disciplined ambition, it’s the man that is emotionally available, honest and can be counted on. That’s the Gulder Man.

Gulder does not just affirm the true Man, this campaign is also a celebration of the journey real men have taken. Your story is what makes you a man. That you went through that challenge and came out at the end with the right solution without the compromise becomes your badge of confirmation that you are indeed a man in its purest definition.

Na Man You Be! also sets a clear paradigm for men to hold each other to when they congregate after yet another day of honest and profitable grind.

You put the word Man on anything and you stand the chance of being labeled a chauvinist, having the courage to go where others fear to tread and being able to steer the conversation to a more inclusive conclusion is not only brave but ingenious.

Of course, the watchers are eagerly looking forward to the execution of this campaign on a broader scale beyond the billboards. Electronic and digital media space gives the opportunity for Gulder to further deliver on the campaign.

We await …