Have you driven on the streets of Abuja recently? Then you must have seen some unconventional billboards that look like customer testimonials or chats from clients of a certain real estate brand, giving their feedback about the quality of the product or service they got. From Central Business Area, to Berger Roundabout, Maitama, and several other locations, there are billboards that directly showcase customer feedback. This has even gotten some people asking about who exactly this real estate company is, and what they are up to, with their advertising approach.
It isn’t out of place to have clients who are either pleased or appalled by your product or services, give you their honest feedback; but then, going ahead as a brand to convert same into billboards… that is exactly what quite a number of people are finding very witty and unconventional. This out-of-the-box thinking is quite unique and interesting to see, and we can be sure that it’s a concept that would soon be followed by several other brands. It is however a very bold move that is almost exclusive to brands with quite a lot of positive feedback. You don’t want to put your brand’s dirty linen on a billboard display.
The real estate company with this unique concept is The Paradise Abuja. We did a little bit of research, and we discovered that they have been in operations in Abuja since 2016. They are said to be the developers behind some of the most beautiful and most affordable homes across the Federal Capital Territory. With locations from Idu, Katampe, to Karimo, and particularly Lifecamp, which many said that they put on the map, The Paradise Abuja has been doing well for themselves over their period of operations. It then comes as little surprise to see how happy and satisfied their customers are.
With such loyal customers, it’s only safe to see it as an indicator that they are definitely doing something right. The clients’ feedback they converted to billboards seems like they were gotten from a campaign called #TheParadiseExperience and one standout feedback we captured was a billboard that read: “Their flexible payment plan was just the perfect plan for my budget” from one of their clients named Aisha. Another billboard also exposed how an investor made around 40% ROI; however, another investor spoke about how he wished he bought more properties, instead of just one.
This unconventional approach to outdoor advertising is quite unique, and very refreshing to see. We hope more brands appreciate the roles customers play, and creatively showcase that they are integral part of their businesses, just like The Paradise Abuja did with their unconventional billboards.