A seasoned integrated marketing communications (IMC) expert and the Founder of Modion Communications, Odion Aleobua,has emphasised the need for a robust Integrated Marketing Communications (IMC) campaign to promote the Nigerian insurance industry rather than investing in a dedicated radio station.
This statement comes in response to a recent proposal from media and insurance stakeholders suggesting that the N300 million insurance rebranding funds should be directed toward setting up a specialised radio station to enhance public awareness and improve the industry’s reputation.
Aleobua, noted that while the initiative aims to boost insurance education, it fails to consider the evolving media landscape and the effectiveness of a more dynamic approach.
He asserted that a single radio station would not sufficiently address the industry’s communication needs.
“The Nigerian insurance sector requires a well-structured, compelling, and data-driven IMC campaign rather than a standalone radio station. A strategic blend of traditional and digital media channels is essential to engage the industry’s diverse audience effectively,” Aleobua stated.
Highlighting the limitations of radio, he cited a Statista report indicating that radio penetration in Nigeria stands at 65%, whereas mobile phones and the internet exceed 80% in reach.
He also pointed out that young urban audiences, a crucial demographic for expanding insurance adoption, are increasingly engaging with digital and social media platforms.
“While a dedicated radio station may serve a niche audience, it cannot match the scale and versatility of a well-orchestrated IMC campaign that integrates radio, television, print, digital media, out-of-home advertising, and experiential marketing. A holistic strategy ensures engagement across multiple touchpoints, whether listening to the radio, watching television, browsing social media, or interacting within their communities,” he added.
Aleobua emphasised that effective communication in the insurance industry should be driven by strategic messaging, brand positioning, and clear calls to action. Instead of fragmenting efforts, he advocated for a unified campaign that enhances visibility, builds trust, and fosters long-term relationships with consumers.
He outlined several strategic initiatives that could maximise the N300 million budget for insurance promotion, and they cut across digital engagement, community outreach, strategic partnerships and development of high-quality media content, including blogs, podcasts, and video series.
Explanatorily put, he noted that it is expedient to create relatable and entertaining social media campaigns to demystify insurance and position it as a reliable financial tool for wealth creation, asset protection, and lifestyle maintenance.
From the perspective of community outreach, he said implementing grassroots and hyper-local engagement programs tailored to Nigeria’s diverse socio-cultural landscape, promoting insurance as a means of financial security and wealth transfer.
From that of strategic partnerships, he emphasised the need for collaborating with credible influencers, Nollywood actors, and musicians to dispel misconceptions and enhance insurance adoption through pop culture and mainstream media.
In a similar vein, he said developing engaging, high-quality multimedia content, including blogs, podcasts, and video series, to make insurance education more relatable and accessible are expedient.
To measure the effectiveness of an IMC campaign, Aleobua recommended conducting pre-campaign market research to understand audience preferences, behaviors, and barriers to insurance adoption as well as implementing analytics tools to track engagement, feedback, and campaign performance for continuous improvement.
He also advocated for collaboration among insurance providers, tech startups, and marketing experts to drive innovation and best practices within the industry.
Unarguably seeing the sector as a vision for the future, Aleobua stated: “The Nigerian insurance sector must embrace innovative marketing strategies that incorporate digitalisation and technology to reach its predominantly young and tech-savvy population. By adopting a compelling IMC campaign, the industry can break traditional barriers, improve penetration, and drive financial inclusion across Africa,
For the sake of clarity, Odion Aleobua is an award-winning public relations and marketing communications professional known for pioneering cutting-edge strategies.
As the Founder of Modion Communications, he has led campaigns for multi-billion-dollar brands, government agencies, and corporate organisations across various industries, including finance, technology, aviation, and renewable energy.
Before establishing Modion Communications in 2015, Aleobua served as Head of Communications and Brands at Forte Oil PLC (now Ardova PLC) and managed strategic media relations across multiple stock exchanges for Oando PLC.
He is also the convener of Insurance Meets Tech (IMT), an industry-focused platform driving innovation in the insurance sector.
Under his leadership, Modion Communications has earned prestigious industry accolades, including the Platinum SABRE Award for ‘Best in Show’ in Africa, the first for a Nigerian PR agency. Passionate about media trends and emerging technologies, Aleobua also provides executive training and business advisory services to organisations and individuals.
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