Few weeks ago, Infinix mobile announced the Afro pop sensation, Davido as its brand ambassador. It was probably not clear judging by the press release if Davido was signed for the Nigerian market or the continent of Africa. Infinix mobility would benefit immensely from his foray into other African countries and the international market should that be in the plan or contract.
Understanding the scope of the territory this deal covers might help many who feel the reported 350 Million naira deal was a farce. It is understood that a few member of the public would raise eye brows over the reported figure as it is almost becoming a trend for Artiste and Corporate bodies to inflate the amount sent to the press when a deal of this nature is brokered .
While the amount paid by Infinix to secure Davido as a brand ambassador might be the most interesting topic to many, for some other issues like balancing brand equity of both parties and convincing customers that Davido is the right person to push the Infinix brand is germane.
Speaking at the media unveiling, Infinix Marketing Communications Manager, Mr. Adetayo Odunowo said “Apart from consistently dishing out world class gadgets, we at INFINIX Mobility Limited, understands that our fans are young trend setters and so is Davido’s fans and since we are a brand that is known over the years as bold and stylish, bringing Davido in as part of the team was a welcome development from all of us at INFINIX Mobility Limited,”
People who follow OBO,as he is fondly called on social media would remember that he bought every member of his crew an IPhone X in anticipation of his 25th birthday.
Why an IPhone X and not an Infinix phone?
Because that is the realm he operates (to appear less spiritual , he bought an IPhone X because that is the Product/brand that appeals to him and is in consonance with his personal brand). The Infinix brand is still strongly perceived as a phone for the common man. Many settle for it based on its pocket friendly price and its functions.
The trend setting youths that Infinix hopes to appeal to with its brand ambassador would buy an Iphone or Samsung should they have the financial power.
Won’t you find it awkward for Davido to take a selfie with using an Infinix phone?
The answer is in the affirmative. Many would expect that he either uses a Samsung or an IPhone as these two have positioned their brands for the high achievers (or those who aspire to be like them) in the society.
You should ask yourself why every young DJ aims to buy a MAC when he/she gets a gig that would pay handsomely.
So how do we synchronize the effective promotion of an Infinix mobile phone by Davido?
The Davido brand is Fun loving, Outspoken, Bold, Consistent,Hardworking, Passionate, Daring, Collaborative, Rich, and speaks hope.
From the little I know about the infinix phone brand having used the phone twice, it doesn’t model many of what Davido represents for now. I do it could if machinery are put in place to galvanize the core of Infinix campaign to align with Davido’s plans and personal brand during the period of this marriage or vice versa.
In the coming months, I hope to see the following;
1. How infinix would marry it strengths with that of Davido to tell a compelling story that would move those who saw him endorse an IPhone X to buy an infinix phone.
2. Strategies that would lead to sale using Davido
3. How Infinix harness Davido’s social media presence in promoting his new and old products ; for the records Davido currently has 6.5 Million followers on Instagram and 3.7 Million followers on Twitter.
4. How Davido uses infinix in his next music videos and on social media
5. Activation / Promotional Model of Infinix mobile with and without its Brand ambassador.
6. How Infinix builds or grows its community using its ambassador and build more street ambassadors.
Lastly, Would you buy an Infinix phone because of your love for Davido?