Customer total experience with a brand is the new trend in marketing. Those who are between the lines or are skeptical rely on others’ testimonies. When this set of consumers is positively created, brand loyalty is assured. This is the market the Legend brand from the stable of Nigerian Breweries is building as it takes its promo winners to Dubai for N1 million shopping for each consumer.
Last Monday, eight winners out 10 who emerged from the Enugu draw recently were flown on Emirates Airline Boeing 777 300 to Dubai on all expense paid trip for shopping at Deira Shopping Center in central Dubai. Two winners were not reached on phone as their phone numbers were their contact address.
Unfortunately all the eight winners who emerged from different zones had not travelled outside the country before. Their local trips in Nigeria were by roads. From the procurement of their international passports to Murtala Muhammed Airport in Lagos and their boarding the aircraft, they were all edgy but still eager to explore.
The smooth flight landed at Dubai International Airport at about 7.35 am Dubai time which was 4.35 Nigerian time the next day, Tuesday. With a guide, Sandia Eke from Oracle firm, an NBL event management agent, the Legend ambassadors/shoppers immediately proceeded to their hotel – Ibis Hotels. On hand to receive them was Betty Okonobo, a senior manager at the event management agency who had arrived earlier to ensure smooth shopping and tours around Dubai.
Dubai City experience
After resting, the shoppers, all men of different trade were taken on a tour of some interesting sites in the city. Specifically, they went on a Desert Safari where they enjoyed exhilarating jeep rides on sand dunes and an exciting Falcon display, anchored by an experienced bird trainer. The tour was a great experience for the Legend shoppers as they have never seen such a massive desert.
They were also opportuned to interact with other tourists from other parts of the world such as Australia, Canada and USA who were also in Dubai for short holidays. The desert tour was capped with a sensational evening with an exotic three course Arabian dinner; while a belly lady dancer was on hand to entertain the guests with scintillating dance steps.
The provision of the relaxation spot inside the desert was a creative ingenuity by a country which is serious in attracting tourists, a sector which has become a major income earner for the UAE economy.
Oil has traditionally been the major industrial sector of Dubai. In the last few decades, Dubai has expanded its non-oil sectors to maintain the flow of foreign exchange.
Sources say tourism sector is one of the biggest foreign exchange earners. The government of Dubai relies heavily on tourism to keep its economy afloat after its oil reserves get over. “Dubai was the world’s eighth most visited city in 2007 and is expected to accommodate more than 15 million visitors by 2015. By 2020, Dubai is expected to be visited by 68 million tourists”.
The N1 million shopping experience
On Wednesday, June 11, Betty, took the shoppers to Carefour shopping mall inside Deira Shopping Center for the N1 million shopping for each in one minute. Within the 60 seconds allocated for each, in turn by turn basis, they raced through some sections of the shopping mall, picking range of items they could lay their hands on. All of them concentrated on electronics such as plasma TV, home theatre and other devices at more busy shop which hosts more of the tourists.
They were gripped with tension as some picked more things than others but nobody was able to exhaust the N1 million on items within the time. But the shop owners were happy and wished more companies engage the shop in such exercise.
Chukwu Chinedu from Oko Polytechnic who picked more valued goods described his experience as simply Wao. In Dubai I did experience many things and was able to see good architectural building designs. I feel great being among the Legend winners. The organisers provided him recharge cards and he finished the credit early calling his friends and relatives back home that the Legend shopping was real.
“The tall science laboratory student said he was satisfied with the items he picked within the time allocated. “I didn’t even believe this initially much more coming to Dubai and shopping for the items. In short, I really appreciate Legend Extra Stout”
For Ajai Stephen, a commercial vehicle driver in Ibadan who uses his vehicle to supply goods to people did not believe the promo initially. Stephen who has not boarded an aircraft before much more travelling abroad said he was excited and full of joy for Legend for fulfilling its promise.
“I have not travelled outside Nigeria before. This is my first time. I never believed the promo but when the call persisted I began to believe. It was when I boarded the plane that it dawned on me that it was true. The experience of travelling and shopping have been wonderful, as they took care of me free of charge, including my International passport, visa, hotel accommodation and air ticket, it was just marvelous”
He said the international exposure has changed his life on the way he thinks and see things. This is my first time of travelling on a plane , “secondly it gave me more joy that just drinking and winning will take you outside the country. It is unforgettable experience. For me it is not all about the shopping that is more important but the international exposure which Legend has facilitated for me”.
The seemingly youngest in the team, Romanus Nnamani Ugochukwu, a student when asked on his youthful looks he said “men are not measured by age as age is a number. Excited Romanus said the Dubai trip was his first trip outside Nigeria. “It was a pleasure I never expected to get quickly. My thinking was when I grow up and make my money I can travel wherever I wanted but Legend has made this quickly for me to travel outside Nigeria first. My friends never believed it but I decided to try it and it became real. I will surprise my friends”, he said.
Emmanuel Ogunche a civil servant in Delta State, ministry of Finance experience is not different from others as he I did not believe the promo. “I thought it was scam. Initially I made it difficult for them to reach me but when they persisted on the call my wife asked me to give it a trial. Now I feel happy and it was a wonderful opportunity. This is my first trip outside Nigeria. I have not entered an aircraft like the Emirates and the experience was wonderful.
John Ayanchugu a driver from Benue State but lives in Enugu did not hide his joy.
“I am very happy and I am on top of my world because of the Legend promotion This is a reward come true” John a driver at Mac Daniel Construction Company said.
Emma Agu, the Marketing Manager for Gulder told BusinessDay that the brand is always transparent in what it does. We promised them and we have fulfilled the promise.
Legend commenced the Dubai shopping experience for its customers in 2012 but the first set of 25 winners travelled last year. This year, the brand increased the number to 30.
The Dubai trip brings the number of the travelers this year to 20 as the brand had fulfilled its promise to earlier 10 winners who emerged from Lagos region. Another draw in June this year will produce another 10 winners, making a total of 30, the number Dubai shoppers for N1m each.
Daniel Obi
