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.
In mid-March, Netzwelt arrived on Lake Garda with its editors,
a villa full of technology and the season ahead of them.
01 / THE BRIEF
An identity built to be seen.
More than 30 finished videos
and hundreds of photographs, produced during Netzwelt's Testweek on Lake Garda.
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.
Robot mowers, pool robots and portable
solar systems were about to become
much more relevant. Vacuum cleaners and
home systems rounded out the test
programme.
Robot mowers, pool robots and portable solar systems were about to become much
more relevant. Vacuum cleaners and home systems rounded out the test programme.
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.
Robot mowers, pool robots and portable
solar systems were about to become
much more relevant. Vacuum cleaners and
home systems rounded out the test
programme.
Robot mowers, pool robots and portable solar systems were about to become much
more relevant. Vacuum cleaners and home systems rounded out the test programme.
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 reason for shooting in March was simple:
give Netzwelt enough time to test, film and publish
before the spring and summer buying period began.
02 / THE CAMPAIGN
One identity, every channel.
One identity, every
channel.
One identity, every channel.
The work moved through the villa and across the property. Mowers were filmed outdoors. Pool robots took the cameras underwater. Other products brought the crew inside the villa, out into direct sun and up onto the roof.
That variety mattered because the job was bigger than making each product look good. Netzwelt's audience needed to understand how it worked, what separated it from others in its category and how it held up in use.
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 work moved through the villa and
across the property. Mowers were filmed
outdoors. Pool robots took the cameras
underwater. Other products brought the
crew inside the villa, out into direct sun
and up onto the roof. That variety mattered because the job was bigger than making each product look good.
Netzwelt's audience needed to
understand how it worked, what separated it from others in its
category and how it held up in use.
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.
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.”
Netzwelt's editorial judgement led each
film. We worked closely with its team on
what each video needed to show, then
recorded the spoken reviews separately
and paired them with the footage in post.
The finished set included individual product
reviews and category comparison videos.
The reviews gave each product room.
The comparison films put the differences
side by side.
Photography ran alongside the filming,
producing hundreds of images across the
products, the testing and the wider
Testweek.
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.
The work moved through the villa and across the property. Mowers were filmed
outdoors. Pool robots took the cameras underwater. Other products brought the
crew inside the villa, out into direct sun and up onto the roof.
That variety mattered because the job was bigger than making each product look
good. Netzwelt's audience needed to understand how it worked, what separated it
from others in its category and how it held up in use.
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.
The work moved through the villa and
across the property. Mowers were filmed
outdoors. Pool robots took the cameras
underwater. Other products brought the
crew inside the villa, out into direct
sun and up onto the roof.
That variety mattered because the
job was bigger than making each product look good. Netzwelt's
audience needed to understand how it
worked, what separated it from others in
its category and how it held up in use.
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.