Lagos International
Trade Fair 2024
Lagos International
Trade Fair 2024
Lagos International
Trade Fair 2024
Lagos, Nigeria
Between September and November 2024, Velikan built the public face of one of Nigeria's largest trade fairs — a refreshed identity, an integrated campaign, and a digital presence designed to turn attention into registrations.
Between September and November 2024, Velikan built the public face of one of Nigeria's largest trade fairs — a refreshed identity, an integrated campaign, and a digital presence designed to turn attention into registrations.
Between September and November 2024, Velikan built the public face of one of Nigeria's largest trade fairs — a refreshed identity, an integrated campaign, and a digital presence designed to turn attention into registrations.
01 / THE BRIEF
An identity built to be seen.
An identity built to be seen.
An identity built to be seen.
Organised with the Lagos Chamber of Commerce and Industry, the Lagos International Trade Fair is one of Nigeria's largest trade gatherings — a platform for businesses to showcase, connect with stakeholders and reach new markets.
Organised with the Lagos Chamber of Commerce and Industry, the Lagos International Trade Fair is one of Nigeria's largest trade gatherings — a platform for businesses to showcase, connect with stakeholders and reach new markets.
Organised with the Lagos Chamber of Commerce and Industry, the Lagos International Trade Fair is one of Nigeria's largest trade gatherings — a platform for businesses to showcase, connect with stakeholders and reach new markets.
Organised with the Lagos Chamber of Commerce and Industry, the Lagos International Trade Fair is one of Nigeria's largest trade gatherings — a platform for businesses to showcase, connect with stakeholders and reach new markets.
The fair needed a stronger public identity and a campaign that could turn a fresh start into registrations, inside a shortened runway.
The existing identity was text-only. Velikan evolved it, keeping LITF's core colours and concept, and introducing the Lagos skyline as a visual link between the fair and the city's commerce and energy. The approved mark became the foundation for everything that followed.
The reason for shooting in March was simple: give Netzwelt enough time to test, film and publish before the spring and summer buying period began.
The existing identity was text-only. Velikan evolved it, keeping LITF's core colours and concept, and introducing the Lagos skyline as a visual link between the fair and the city's commerce and energy. The approved mark became the foundation for everything that followed.
Organised with the Lagos Chamber of Commerce and Industry, the Lagos International Trade Fair is one of Nigeria's largest trade gatherings — a platform for businesses to showcase, connect with stakeholders and reach new markets.
The reason for shooting in March was simple: give Netzwelt enough time to test, film and publish before the spring and summer buying period began.
The existing identity was text-only. Velikan evolved it, keeping LITF's core colours and concept, and introducing the Lagos skyline as a visual link between the fair and the city's commerce and energy. The approved mark became the foundation for everything that followed.
02 / THE CAMPAIGN
One identity, every channel.
One identity, every
channel.
One identity, every channel.
The new mark carried across social, print, radio and out-of-home: Christmas shopping and deals, technology and innovation, business networking and industry insight, exhibitor showcases, a giveaway and event countdowns — each theme a reason to attend, not just a notice that the fair was on.
The new mark carried across social, print, radio and out-of-home: Christmas shopping and deals, technology and innovation, business networking and industry insight, exhibitor showcases, a giveaway and event countdowns — each theme a reason to attend, not just a notice that the fair was on.
The new mark carried across social, print, radio and out-of-home: Christmas shopping and deals, technology and innovation, business networking and industry insight, exhibitor showcases, a giveaway and event countdowns — each theme a reason to attend, not just a notice that the fair was on.
Daily, on every platform
Daily, on every platform
Daily, on every platform
On Instagram and Facebook, that identity became static posts, reels, stories and daily highlights — real-time coverage of presentations, exhibitor showcases and appearances from organisations including Lagos State Government, Afrexim Bank, PENCOM and UBA. Offline, it carried through billboards on major highways and transit hubs, a radio script written by Velikan, and print placements in newspapers and magazines.
On Instagram and Facebook, that identity became static posts, reels, stories and daily highlights — real-time coverage of presentations, exhibitor showcases and appearances from organisations including Lagos State Government, Afrexim Bank, PENCOM and UBA. Offline, it carried through billboards on major highways and transit hubs, a radio script written by Velikan, and print placements in newspapers and magazines.
On Instagram and Facebook, that identity became static posts, reels, stories and daily highlights — real-time coverage of presentations, exhibitor showcases and appearances from organisations including Lagos State Government, Afrexim Bank, PENCOM and UBA. Offline, it carried through billboards on major highways and transit hubs, a radio script written by Velikan, and print placements in newspapers and magazines.
On Instagram and Facebook, that identity became static posts, reels, stories and daily highlights — real-time coverage of presentations, exhibitor showcases and appearances from organisations including Lagos State Government, Afrexim Bank, PENCOM and UBA. Offline, it carried through billboards on major highways and transit hubs, a radio script written by Velikan, and print placements in newspapers and magazines.
Turning attention into participation
Turning attention into participation
Turning attention into participation
A giveaway tied engagement directly to registration: follow, share, and register to enter. It reached 68,854 people and generated 3,676 interactions; fifty winners each received ₦10,000. One reply captured the tone the campaign was going for: “Thank you so much for putting smiles on our faces.”
A giveaway tied engagement directly to registration: follow, share, and register to enter. It reached 68,854 people and generated 3,676 interactions; fifty winners each received ₦10,000. One reply captured the tone the campaign was going for: “Thank you so much for putting smiles on our faces.”
A giveaway tied engagement directly to registration: follow, share, and register to enter. It reached 68,854 people and generated 3,676 interactions; fifty winners each received ₦10,000. One reply captured the tone the campaign was going for: “Thank you so much for putting smiles on our faces.”
A giveaway tied engagement directly to registration: follow, share, and register to enter. It reached 68,854 people and generated 3,676 interactions; fifty winners each received ₦10,000. One reply captured the tone the campaign was going for: “Thank you so much for putting smiles on our faces.”
A giveaway tied engagement directly to registration: follow, share, and register to enter. It reached 68,854 people and generated 3,676 interactions; fifty winners each received ₦10,000. One reply captured the tone the campaign was going for: “Thank you so much for putting smiles on our faces.”
03 / THE RESULTS
What the campaign delivered.
What the campaign
delivered.
What the campaign delivered.
Across Facebook and Instagram, LITF reached 388,812 people and generated 1,516,492 views. Followers grew from 1,840 to 4,954 — up about 170% — and the Instagram account earned Meta-verified status along the way.
Of 1,875 online registrations, 834 came through social media (44%), with Instagram alone responsible for 639. TV and radio drove a further 263, and out-of-home advertising 81 — proof that the identity worked as hard on a billboard as it did in a feed.
Across Facebook and Instagram, LITF reached 388,812 people and generated 1,516,492 views. Followers grew from 1,840 to 4,954 — up about 170% — and the Instagram account earned Meta-verified status along the way.
Of 1,875 online registrations, 834 came through social media (44%), with Instagram alone responsible for 639. TV and radio drove a further 263, and out-of-home advertising 81 — proof that the identity worked as hard on a billboard as it did in a feed.
Across Facebook and Instagram, LITF reached 388,812 people and generated 1,516,492 views. Followers grew from 1,840 to 4,954 — up about 170% — and the Instagram account earned Meta-verified status along the way.
Of 1,875 online registrations, 834 came through social media (44%), with Instagram alone responsible for 639. TV and radio drove a further 263, and out-of-home advertising 81 — proof that the identity worked as hard on a billboard as it did in a feed.
Across Facebook and Instagram, LITF reached 388,812 people and generated 1,516,492 views. Followers grew from 1,840 to 4,954 — up about 170% — and the Instagram account earned Meta-verified status along the way.
Of 1,875 online registrations, 834 came through social media (44%), with Instagram alone responsible for 639. TV and radio drove a further 263, and out-of-home advertising 81 — proof that the identity worked as hard on a billboard as it did in a feed.
Across Facebook and Instagram, LITF reached 388,812 people and generated 1,516,492 views. Followers grew from 1,840 to 4,954 — up about 170% — and the Instagram account earned Meta-verified status along the way.
Of 1,875 online registrations, 834 came through social media (44%), with Instagram alone responsible for 639. TV and radio drove a further 263, and out-of-home advertising 81 — proof that the identity worked as hard on a billboard as it did in a feed.
What came out of the campaign
What came out of the campaign
The clearest result wasn't the size of the audience — it was what that audience did next. Reach became views, views became followers, and a meaningful share of followers became registrations: proof that, for LITF, social media could move people from attention to attendance.
The clearest result wasn't the size of the audience — it was what that audience did next. Reach became views, views became followers, and a meaningful share of followers became registrations: proof that, for LITF, social media could move people from attention to attendance.