Google's new billboard ad misses the Nigerian market by focusing on an American TV reality show.
A big brand such as Google has shaped and changed the way we get access to information and see the world around us. It is inarguably one of the greatest things that have happened to mankind.
Big brands get it wrong also ask Samsung and Volkswagen. Google has had its fair share of failures too. Who remembers Google +? Well in Lagos, Nigeria, Google has shot the ball over the bar as they say in viewing centres.
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The tech giant has erected several billboards in the sprawling city advertising the potency and relevancy of its search engine.
Google's search engine that prides itself in localizing your search result got it all wrong with its new billboards. On the huge electronic billboard, there are two women talking. The text on the image reads "Last night's episode of Love & Hip Hop was mad."
"Love & Hip Hop" was superimposed on the Google search bar on the billboard. This is why this advert misses the spot. The TV reality show Love & Hip Hop has little or no relevance to the majority of Nigerians.
If you do not know what Love & Hip Hop is let me give you a synopsis. It is a ratchet reality show that focuses on the life and times of washed up or no longer relevant celebrities and mostly female Instagram models.
The show is absolutely popular among African Americans but in Nigeria, it is not relevant. Google should have used Nigerian TV shows such as Tinsel or Hush that are relevant. No one cares about Love & Hip Hop in Lagos. Surely there are better Nigerian shows that Google could have used for the billboard advert.
Nigeria is a big enough market for Google to create a tailor made advert and not a generic Billboard ad.