by Princewill Ekwujuru

Digital    hydro advertising seems to have died in Nigeria along with Late Managing Director of Spot-On Media, Sesan Ogunro. Since his demise, no ad agency has been able to replicate or repeat the feat exhibited at the Marina waters by Falomo Bridge, Ikoyi, Lagos, first of its kind in Africa.

Digital Hydro advertising is water advertising. It is a vast and seemingly holographic imagery that offers a great fusion of art and technology on a natural canvas, the result of which can cause members of the public to pause in admiration of the creativity.

This feat has only been achieved in top cities like New York, Toronto and Dubai. What would have been the challenge by Nigeria ad agencies.?   And why has this masterpiece not been replicated by corporate organisations to launch their products.?

Is it that Ogunro died with the idea, connection and technology? No wonder they say millions of  ideas can be found in the grave. Or is water advertising not still relevant in today’s advertising world.?    Is it that the agencies are so cash strapped that they cannot muster the courage to repeat a feat as such by Spot-On Media.? Or that organisations will not be able to foot the bill.?

Why is it that agencies like Insight Communications, Lowe Lintas, Centre Spread, Invent Media, New Crystal Communications Limited, ClearEdge Media Limited to mention but few cannot repeat this feat?. Or is it that the present economic circumstance is biting hard on them?.

Or are they just playing the perception game with their image, making clients believe they are top there, with display of splendour, big buildings, clean and green environment, even though it is believed that perception is everything.

Is it that the above mentioned agencies cannot develop an outdoor masterplan to rival major cities of the World.? What is the problem.?    Is creativity lacking or lagging?.

Nigeria is blessed with  great opportunities for water advertising, with the attendant potentials to promote sport, business, tourism and transport activities. If the infrastructural development of Nigeria is symmetrically and strategically developed by government and if adequately utilized by   creative agencies will be an advantage conferred by nature and this will lead to economic boast for   Nigeria and the agencies. While the dredging and channelization of several waterfronts will be geared towards enhancement of aqua-based  activities.

With all these in place Hydro platform will encourage practitioners to be more innovative with outdoor  advertising formats, especially water, the platform will be a hit as many companies will indicate interest  to use it to grow their bottomline.