MAWOWO ADVERT
When you first hear of an advert that goes by the name ‘Mawowo’, the first thing that comes to mind is that this is definetily a snack advert or maybe a childrens advert, right?
well you are not far from the correct answer but still not so accurate because Mawowo is actually a MILK advert. The correlation for using the name mawowo in a milk advert is that Mawowo actually represented the word ENERGY in the advert.
Ilara milk company is a Kenyan dairy company that was founded in the year 2007. It has over the years managed to gain and retain face as a good company that produces fresh milk.
However, Ilara gained more fame than ever before in the year 2018 when they launched an advert on the Kenyan television screens in that year. The advert was streamed by the major broadcasting houses in the country like Nation House Kenyan over a period of close to an year.
This advert mainly targeted the younger audience from around the ages of 3 to 14. The advert was to sell Ilara as the best milk company to get milk from in order for them to gain ‘Mawowo’ (energy) so that they become healthy and strong.
When we look at the advert from a more persuasive point of view you can see the various ways that the Ilara company ensured that they persuaded their target audience(Families; children&Parents)
The first tactic they used is that they used a traditional family set up, that is; Father, mother and two children. In this advert the children are dressed in school uniform ready for school and the parents also appear to be getting ready for work. This makes it relatable to the target audience( family set ups) as children get ready for school and their parents for work.
The choice of song for the advert is also a very lively one and is able to attract the attention of young children. They used a song that would ensure that the advert is engraved in the memory of the children for a relatively long time. The advert also showcases the children and the parents dancing along to the song.
You may wonder, even if the advert convinces children that Ilara is the best milk, how does it persuade the parents who have the purchasing power to buy the milk? Well the Ilara marketing team was able to ensure that the major purchasing power (parents) are also on board the ship.
Well to be able to persuade the parents, they used a public figure familiar to the parents as the voice over of the Mawowo theme song. The figure they used is, Abel Mutua. Abel is a a face that is known to the Kenyan screens and over the years, he has proved himself to be a good and trustworthy figure especially to the age bracket of the target purchasing power source (The parents). Another factor that makes Abel marketable to the parents is that he is also a parent who appears to be a very loving and caring parent to his child. Thus, it almost fully assures that he would not be used to promote a product that is not good to fellow parents.
The main take away I took from this advert in regards to persuasion is that, it is very important to ensure that you are very aware of your target audience and what methods would be best in order to convince/persuade them on a certain matter.
I believe that I can comfortably say that this advert took the trophy for the best advert of 2018!
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