The Streamer will be launched in Nigeria in the third quarter of 2022
Amazon Prime Video has named Nigeria-based agency Insight Publicis as its go-to creative agency as it prepares to launch into Africa’s largest economy in Q3 2022.
This is the latest step in Amazon’s investment in expanding its streaming service, available in more than 240 countries, into Nigeria’s vibrant movie scene.
Founded in 1979, Insight Publicis is a member of Redefini, the largest integrated marketing communications group in West Africa, and also a member of Publicis Groupe, the largest capitalization marketing and communications group, globally. Insight Publicis campaigns such as the Komando ‘Girl On Fire’ campaign, 2sure’s ‘Be The Spec’ campaign, Pepsi’s ‘Love It.Live It’ campaign and a host of others, have gained national recognition and international, including the Gerety Nigerian 2021 Agency of the Year Award, BrandCom Marketing Agency of the Year 2021 and one of the most awarded agencies at the Crystal Media and Advertising Africa Summit.
With a population of over 210 million, the continent’s largest entertainment industry and the second largest film industry in the world, the Nigerian market has become a major territory for streaming players. Its entertainment sector, known globally as “Nollywood”, is valued at just over $6 billion – with the potential to become Nigeria’s most lucrative export with around 2,500 films produced each year.
Amazon’s Prime Video has strategically expanded its offering of Nigerian content over the past year. The company entered into a multi-year exclusive licensing agreement with Anthill Studios in January, a Lagos-based company behind a few well-received films, including Baby Liftand fate day. This was after a similar deal was struck in December 2021 with Inkblot Studios which produced the commercial success. The wedding party movies. Just recently, Nigerian Highlife singer Flavor N’abania reportedly signed an exclusive deal with streamers to release a biopic.
The race for big global players to claim space and win big in Africa’s best-known film industry is not just a testament to the financial promise of the landscape – internet penetration is steadily rising, the cost of data is low and the smartphone is the most used entertainment device by 18 year olds, but also proof that the Nigerian film industry is a market that global powers must prioritize.
Insight Publicis brings an inconceivable depth of creative expertise through proven management in creating best-in-class campaigns, as well as artistic excellence, to deliver authentic African stories that align with Amazon Prime’s vision to diversify its global offering and bring Nigerian audiences closer to the platform.
Exciting times for the Nigerian film landscape, as well as the entire value chain, as big players, like Amazon Prime Video, lead the charge in seeking out local agencies for authentic storytelling.
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About Amazon Prime Video
About the agency
Insight Publicis is Nigeria’s leading creative agency and part of Redefini, the largest integrated marketing communications group in West Africa, which consists of five leading creative and communications companies including; Quadrant MSL, Starcomms Media Perspectives and All Seasons Zenith. The agency has worked for a number of brands such as Heineken, Maggi, Keystone Bank, Pepsi, Komando energy drink, Amstel Malta, among others.
