Celtel's sponsorship of Zambia's prestigious annual Ngoma Awards for Arts & Culture was a glittering success when it was presented to an appreciative audience in Lusaka on Friday 2 December.
It showed how Celtel was able to leverage its important sponsorship and produce a world class show - a point reinforced by Celtel Marketing Director Mr Norman Moyo.
Celtels pay off line - Making Life Better - is a perfect strategic fit for the Zambian National Arts Councils vision for celebrating the best of Zambian talent. "We were asked to look at producing the entire event from strategic design to technical support, scripting, staging and production," says Exp. Brand Experience Director Colin Mandell. "Zambia has unbelievable talent and all I did was underscore it with professional logistics, equipment and production value - the artists delivered a world class show which proves that a country without arts and culture is a country without soul!" quips Mandell - "And they got a lot of soul!"
The entire set, sound rig and lighting system was brought in and set up in the Mulungushi Conference Centre in Lusaka and the event was workshopped, set up and devised with the artists and the NAC Committee and presented on a unique central stage which symbolised the Ngoma or Drum - that is so endemic to African Culture.
"The theme of communication through the drum and the obvious analogy of Celtels enviable network is a Brand match made in heaven," adds Mandell. "This strategy was developed using Exp.'s proprietary Sixth Sense Marketing tool and Celtel now hold the emotional high ground in a proud and talented Zambia."