The first batch of Innoson Vehicle Manufacturing (IVM) electric cars has officially sold out, thanks to an unconventional yet effective marketing strategy led by Cornell Osigwe, the company’s head of Corporate Communications.
In a bold move, Osigwe posted an unedited video on social media, showcasing his test drive of the new IVM electric vehicles. The video, recorded with background noise and Osigwe seemingly making calls, was not a polished marketing piece. But, as a seasoned media and PR expert, Osigwe knew this would grab the public’s attention.
“Any experienced media person knows that what sells in news is bad news, not good news,” Osigwe explained. “The criticism that the video would generate was bound to make it trend nationally, giving the car more publicity than a professionally edited video could have achieved.”
Despite the video showing a vehicle still undergoing its final round of quality control checks and not yet certified for sales, the buzz it created was immediate. Calls poured in, with interested buyers eager to secure their spot as the first to own the Innoson electric vehicle. The result? The initial batch, though small, was quickly sold out, with clients making upfront payments.
Osigwe’s strategy capitalized on Nigerians’ curiosity and engagement with viral content, proving once again that sometimes, unconventional methods can yield exceptional results. “You may call my strategy crude, but it works. Not everyone follows the books; some of us create our own path to success,” Osigwe remarked confidently.
The official launch of the IVM electric vehicles is still pending, but thanks to this impromptu campaign, the buzz around the cars is already palpable.
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