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Lagos
Amatem Softgel partnered with Big Brother Naija to bring its core promise — protecting life’s most important moments from malaria — to life on one of Africa’s most-watched entertainment platforms.
The opportunity was to move beyond traditional advertising and embed the brand directly into a culturally relevant, high-attention environment that resonates with millions of young Nigerians.
Objective
To drive nationwide brand visibility and position Amatem as a symbol of strength, vitality, and protection through an engaging, experience-led format.
We developed the Amatem Life Force Challenge, a high-energy, multi-layered in-house task designed to translate the brand’s promise into a compelling live experience.
1. Immersive Gameplay Design: A sequence of treasure hunts, obstacle runs, and puzzle challenges that tested endurance, agility, and teamwork, mirroring the resilience the brand stands for.
2. Integrated Brand Storytelling: Branded elements such as buzzers, environmental effects, and the final reveal moment (“Congratulations, Only the Best”) ensured a strong visual imprint without disrupting the entertainment flow.
3. Seamless Show Integration: The challenge was embedded naturally into the BBNaija house experience, allowing contestants and viewers to engage with the brand in an authentic, non-intrusive way.
4. Multi-Platform Amplification: The activation extended beyond the live task through broadcast reach and social media conversations, reinforcing visibility across touchpoints. .
The concert achieved:
1. Millions of viewers reached across live broadcast and digital platforms
2. High audience engagement during and after the challenge
3. Strong brand recall linked to themes of strength and vitality.
4. Increased social media traction driven by audience conversations and content sharing.
The Life Force Challenge successfully transformed Amatem from a functional health product into a culturally relevant brand associated with resilience and high performance.
By embedding the message within entertainment, the activation achieved both scale and emotional connection with a nationwide audience.
