August, 2019

Client: NICO Group

Assignment : Enhance positive brand image and visibility, Corporate Social
Responsibility, Malawi Stakeholder Relations

Solution: Mirage PR Coordinated the Blantyre Mayor’s Trophy for The NICO Group and Blantyre City Council (BCC). Games kicked off in September with the finale to crown the football and netball champions in December. To enhance the brand’s visibility in Malawi, Mirage PR organized a trophy parade from NICO Chibisa House to the Chichiri Stadium where the tournament took place for NICO Group staff, BCC staff and students led by the Malawi Police Band and urban dancers on the day of the finale. The parade was so colorful, the city was painted blue and white, NICO Groups’ corporate colors. The public stopped to take pictures and videos of the ongoing parade which were plastered all over social media. Upon arrival at the stadium, games started, followed by corporate speeches and later social games between NICO Group staff and BCC staff with music performances at half-time. From Malawi media coverage, numerous social media posts, newspaper ads, posters in primary schools to positive word of mouth, this campaign created a strong buzz in Malawi and was definitely a win for NICO Group, positioning it as a brand that invests in the Malawi community.

You may view some of the footage here…