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For #Naijahighlandah Challenge, William Lawson tasks Nigerians

By Gregory Austin Nwakunor
21 October 2022   |   2:56 am
In an effort to find the boldest, most unconventional Nigerian, only a true-born Highlandah will win. This assertion is being put to test, as William Lawson has challenged Nigerians to back up the claim

Winner gets N2m cash, all-expenses paid trip to Scotland

In an effort to find the boldest, most unconventional Nigerian, only a true-born Highlandah will win. This assertion is being put to test, as William Lawson has challenged Nigerians to back up the claim that Naija no dey carry last.

On Thursday, October 6, 2022, the brand launched a search for the boldest, most unconventional Nigerian who lives life by his or her own rules in the first-ever Naija Highlandah contest. The month-long search will see daring participants compete through a series of challenges to win the grand prize of two million naira and a trip to Scotland.   

The challenge runs from October 6 to November 12, 2022. The first phase entails recruiting interested participants aged 18 years and above with the guts and wits to win the star prize on offer by registering on the website or scanning the QR code on any of the campaign communication assets at various retail outlets.

They will then receive invitations to participate in challenges staged in 30 selected outlets across Lagos from October 13 to November 5. Some of the outlets include Lounge 95, Cozy Bar, Esporta, Papiee Lounge, Moulin Lounge and Jacoin Bar. Lagosians who don’t hang out can also join at off-trade outlets such as the Spar, JustRite and JARA Supermarkets.

The Top 10 participants with the best attitude and highest number of points at the end of the challenges will move to the grand finale and battle it out for the ultimate Naija Highlandah title. 

In a move that demonstrates William Lawson’s bold and unconventional character, the search actually started October 6, as William Lawson’s Highlandahs embarked on a storm of major streets in Lagos and visited the Oshodi and Ikeja Bus Terminals, where they paid the bus fares of random Nigerians to the delight of beneficiaries.

This bold, innovative and thoughtful gesture generated buzz among commuters and regular Lagosians as the news of the free BRT rides spread, with beneficiaries further sharing their experience on social media platforms to generate quite a frenzy online.

At the media launch event that followed at the Bamboo Lounge in Ikeja GRA, journalists and other partners participated in fun challenges and won exciting prizes. Some of the bold and daring guests also had tattoos and green hair dye in the colours of William Lawson’s, a ‘No Rules’ rebel, disruptive brand, fast becoming the toast of Nigerians.

Speaking on the challenge, Lerato Makume, Bacardi Marketing Manager for Nigeria, said, “William Lawson’s is known for defying the norm, making its own rules and being brazenly different, just like our liquid. This is the kind of person we are looking for among Nigerians, someone with a true Highlandah attitude. We know Nigeria is full of Highlands, but only one person with guts will have the glory of being the William Lawson’s true-born NAIJA Highlandah. I challenge everyone to participate if they dare – we look forward to bumping fists with NAIJA Highlandahs!” 
Some of the challenges NAIJA Highlandahs will have to beat include good-humoured ones, such as Spin The Bottle, Animal Imitation and Balloon Games. There are also bold challenges, including ‘Plank no Shots’ where contestants must plank chanting William Lawson’s throughout. 

The two unconventional challenges for contestants are ‘Kaku Meter’, where they must guess the length of the bar counter – measured according to the length of a horizontally laid William Lawson’s bottle and ‘Pull No Spill’, where each person is allocated a branded cup filled to the brim. Using tissue from a toilet roll, they must pull the glass toward themselves without wetting the tissue. The wetter it gets, the more likely it is to tear. Contestants are judged on who gets the cup closest to them in 30 seconds.

All the fun but intense challenges further attest to the brand’s bold, humourous and unconventional characters, as only adventurous and courageous persons will join. It will take true guts and determination to be the Naija Highlandah. 

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