The world’s biggest Big Brother franchise and Africa’s most popular reality TV show, Big Brother Naija, received a certificate of excellence at the 2023 SABRE Awards Africa in the Integrated Marketing category. This win comes after a successful debut season of the recently concluded Big Brother Titans and a SABRE EMEA 2023 nomination.

Big Brother Naija, and by extension, MultiChoice Nigeria, is one of four other major entertainment companies awarded this season, albeit in different categories. While MultiChoice and Warner Bros received ‘Certificates of Excellence’ for Integrated Marketing, Disney and Prime Video also picked up certificates in other categories.

The 2023 SABRE Africa Awards, which was held as part of the 2023 African Public Relations Conference in Lusaka, Zambia, is organised by PRovoke Media. The SABRE Africa Awards is a prestigious award recognising excellence in strategic branding, reputation management, and public relations across the African continent. Winning a Certificate of Excellence at this award is a significant organisational achievement.

Executive Head of Content and West Africa Channels, MultiChoice, Dr Busola Tejumola, said, “This certificate of excellence comes just a few months after Big Brother Naija scored a nomination at the SABRE Awards EMEA. Receiving this nod at the SABRE Awards Africa for Integrated Marketing is a testament to the pop-culture significance of Big Brother Naija and the work of our partner PR agency, ID Africa. It indicates that we are excellently creating brand awareness, building brand loyalty, and engaging with the show’s target audience. We continue to take great pride in the phenomenon we have created with the BBNaija show.”

Big Brother Naija is a popular reality TV show in Nigeria that has gained a massive following. The show has captured audiences’ attention across Africa, especially the younger generation, through its unique blend of entertainment, drama, and reality television. It has become a cultural phenomenon that shapes popular culture and influences social norms.

53% of respondents from the 2021 Plaqad BBNaija report believe that it is a more reliable route to success than a university degree. The seventh edition of the show gulped over 4.7 billion Naira in production cost and employed 1200 people directly and indirectly. The campaign broke all former records, garnering over a billion votes, over 40,000 audition entries, and 99.2% earned media.

The show continues to provide a platform for Nigerians to express themselves and showcase their talents. Many housemates have pursued successful careers in entertainment, fashion, and other industries, thanks to the exposure they received on the show.

Big Brother Naija Pepper Dem winner, Mercy Eke, recounted how being a part of BBNaija changed the trajectory of her life in the ID Africa-produced documentary, BBNaija: The Fame, The Fans, The Frenzy. “The show has changed my life. Look at me. If I’m not exaggerating, I represent at least 15 prestigious brands across Nigeria. The show has turned my life around. It has given me a platform to touch lives and to inspire people”, she stated in the documentary.

ID Africa, a BHM company, has overseen public relations for Big Brother Naija since 2019. The pan-African communications advisory firm also produced the show’s first-ever documentary and has worked on two seasonal reports alongside the sister company, Plaqad. This is the reality show’s first SABRE Africa Awards Certificate of Excellence.

The 2023 SABRE Africa Awards ceremony was held on May 18, 2023, as part of the 2023 African Public Relations Conference in Lusaka, Zambia.