top of page

understanding passion points

Updated: Apr 7, 2018

Proximity focuses on activating Five key passion points: Fun & Play, Venturing & Skills, Wellness, Food & Drinks and finally, Family & Friends.

Nigerians are very expressive people keen to embrace their passions.

At Proximity we create experiences around the things Nigerians care about; their passions, their wants and their needs. Our primary mission is to understand them at the deepest cultural level, to understand why they are driven towards these passion points and how others can align and collaborate with them to co- create a life of meaning. So whether it is the love of sport or the need to be a part of the community or to better themselves skills wise or start up that beauty make up side hustle, WE GET IT, and we are going to be there to help them succeed.


Our approach is based on a methodology of rigorous ethnography. We commission our own quarterly ethnography and netnography studies as part of our 'socio-cultural listening' process.

Passion points are driven by 4 core human needs at different levels of intensity.
(c) Proximity 2018: Nigerian Millennials cluster around 12 major Passion Points

Creating Relevant Stories.

Experiences mean little unless they are re-lived and re-told. Our approach has always been to combine, the experiences we create with content and conversations to create #FascinatingStories that TOUCH our protagonists where ever they may be.

FUN & PLAY (Music, Movies, Adventure & Sport)

Popular Nigerian Artiste Flavour performing at the Guinness colourful world of more concert.

Blogging gives your site a voice, so let your business’ personality shine through. Are you a creative agency? Go wild with original blog posts about recent projects, cool inspirational ideas, or what your company culture is like. Add images, and videos to really spice it up, and pepper it with slang to keep readers interested. Are you a programmer? Stay on the more technical side by offering weekly tips, tricks, and hacks that show off your knowledge of the industry. No matter what type of business you have, one thing is for sure - blogging gives your business the opportunity to be heard in a way in a different and unconventional way.

GUINNESS NIGERIA..The Colourful World of more concert

When Guinness Nigeria decided that it was time to relaunch their bottle and brand proposition they asked Proximity to join the team that would put together one of Nigeria's most definitive indoor music concerts. Staged at the Eko Hotel for quality control purposes, it had more than 6,000 consumers treated to a fascinating night of music, fun and dance, with no less than 20 A-list artistes performing to the delight of an appreciative audience.

Music remains a powerful platform for activating the energies of the Nigerian consumer. Talk to us if your brand is looking to establish an ongoing conversation with millennials utilising the platform of music.


71 views0 comments

Recent Posts

See All
bottom of page