We are 'Rebels' to tradition and conventions. We pose 'Why Not' to every 'Why'. We believe No Mission Is Impossible.

Every wakefulness, we are driven by the conventions we can challenge and the opportunity to deliver value to our clients with audacious thinking.

We offer clients Consumer Insights, Business Intelligence, Trend Watching Services and Competition Monitoring and fuse these elements into communications for clients.

Our story telling business traverses the realm of 'Word Of Mouth' to the realm of 'Word Of Mouse'.

Working with us involves an undertaking to change the way your business sees the world and the way the world sees your business.

Sometimes, the change occurs at both levels. We nevertheless find the balance between our radical approach and the need to respect our client’s culture.

Our stories are compelling. With them, we change The Rules Of Engagement to help deliver value to our clients.

With the mind of an advocate, we tell the story of our clients across multiple platforms. The result? Engagement!

We are not prisoners to any business tradition or conscripts to corporate dogmas. The truth we are unafraid to tell our clients is, we are unconventional!


Reckitt Benckiser

Project Description

Mortein Anti-Malaria Campaign

Dates of Project

January 2012-Date

Client Contact

Mr. Kashyap Sanjay, Mark, MD; Ms. Kemi Saliu, Category Manager (Home & Hygiene)

Client Need/ Objective

Client had a need to own and attain market leadership of the insecticide segment through its brand, Mortein. It sought to leverage on the annual World Malaria Day, commemorated on April 25 of every year, to communicate the key benefits of Mortein to target consumers.

The tactical initiatives involved striking a partnership between Reckitt Benckiser/Mortein and the Lagos State Government; partnership with the National Association of Nigerian Nurses and Midwives (NANNM) as well as a subtle Celebrity Endorsement.

CRN Insight/ Innovation

CRN leveraged its long standing relationship with the Lagos State Government by brokering a partnership for Reckitt.

We also facilitated the signing of a MOU between Reckitt Benckiser/Mortein and NANNM.

CRN Response/ Deliverables

In addition, we facilitated the appointment of popular singer, Omawumi Megbele as the Spokesperson for the Mortein Voices Against Malaria Campaign as well as her tour of Nairobi and Kenya.

The partnership resulted in the first ever courtesy visit to the Deputy Governor of Lagos State by Reckitt Benckiser`s top Management; Mortein`s exclusive access to carry out activation of the `Voices Against Malaria` during ante natal sessions at the state-owned hospitals. Mortein was equally positioned as a `protection brand`.

Aside this, CRN leveraged its extensive relationship with the Nigerian media to provide wide publicity for the series of activities lined up to commemorate the WMD.


Mortein and indeed Reckitt Benckiser gained significant Share of Voice and Top of Mind Awareness as a result of the interventions that we provided. This has helped the brand to consolidate its leader ship of the protection segment. The total PR value of the media coverage that we generated was N16 million as against the N7 million approved by Client.

The Kenyan Health Ministry made a request for the campaign to return to Kenya.



PR on "Breaking The Mould", Williams sisters tour Nigeria.

We write to commend the Management of Chain Reactions Nigeria on a job well done on the PR & Media management of the "Breaking The Mould" project. Despite the tight budget and time constraint, your organization still pulled off a great job which we really appreciate. Your full support and commitment towards this project ensured the success that was recorded.

We hope this will mark the beginning of a fruitful business relationship between our organizations. As we look forward to a more fruitful business relationship, please accept our best sporting regards.

Thank you.

from Tunji Adeyinka, Managing Director, Connect Marketing.

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