EFE IN THREE MONTHS GREW INTO A POP CULTURE PHENOMENON. WE MAY HAVE THE CONDENSED TRUTH BEHIND HIS VICTORY.
According to Ebuka Obi-Uchendu who revealed this via his twitter page, over 26 million votes were counted on the show, breaking an African record. Efe alone garnered for himself 57.61 percent of the votes, placing him far ahead of the other contestants.
What really did he do set himself apart in the competitive show? First before we proceed, permit me to say that Big Brother Nigeria in these three months has done what no other TV show in recent times has been able to do, considering that this show was a show on cable TV and not terrestrial TV. Nigerians spent money and time throughout voting, tweeting, arguing and fighting; in a country where only football has been known to be the only common ground. Big kudos to Big Brother Nigeria.
Efe who came out as the winner of the second edition of the Big brother Nigeria knew his cards and played them well. Efe today has added a new phrase to Nigerian street “based on logistics” in a well packaged consistent story. Every great marketer knows the power of a compelling story and Efe for sure milked this from the first day of the show to the very last, telling, projecting and retelling his story of being born poor and a man of the streets. Knowing that many Nigerians would connect with this reality, Efe backed this up with constantly selling himself as the “real” image of the Nigerian Youth. Known fact is that the lower and middle class population in the country outweigh the rich and this was Efe’s target audience, the greater population.
Efe in the house stayed careful, and played strongly on his strength while carefully avoiding his weaknesses. Everyone loves a sob story, brands, movie makers and advertisers have milked this over and over. We have seen this come to play in politics, entertainment, social interactions, etc. Efe took advantage of every opportunity to push his “grass to grace” agenda of which the climax was during the speech in the house where he connected with and set himself as reflection of the common Nigerian man selling on the street, hawking, hustling. These relatable realities bought him more fans and clearly he was aware this would happen.
The latter contestants who shared the house with him made the fight even easier. While TBoss projected herself as elitist, exclusive and too-good for the common Nigerian, Bisola who was a good contestant for the crown at many times on the show got the public against her from her relationship with TTT to her play with Bally to other mouthy outburst. Though she gave the show life and the viewers some good laughs, it ended there. These are forgettable features. A compelling story has been proven by research to stay close to people’s minds.
Efe may not have enjoyed the same attention as Tboss in the last weeks from celebrities and Twitter lords, the street supported him heavily in addition to some other media big names from Ali Baba to Basketmouth to Akpororo and Wizkid. But if the US elections taught us anything, it was that elections are not won on Twitter but in the hearts of common men.
In a non-related angle, it’s not difficult to see that in a continent like Africa, being a man earns you extra privileges and knowingly or unknowingly to the viewers, this fact gave Efe an edge into winning. He was a “real man”, a “correct guy” showing every trait that promotes the male dominance over the latter contestants. It is also noteworthy that 7 out of 10 winners in the previous Big brother Africa Editions were male, we cannot say for sure but we think this plays a role as the previous winner of the Big Brother Nigerian show was also male.
In all this we have learned to rely on the power of a compelling story in pushing agendas, you can never go wrong with a good story. Do you agree with these playing any roles in Efe’s victory?