Nigerians are set to give their
dreams a wing to fly and win as TOTI Prima, a new lottery company led by
experienced lottery operators, recently unveiled a dynamic lotto brand in
Nigeria. The lotto brand was unveiled at a colourful and impressive ceremony
that took place last Sunday at the prestigious Lagos Civic Centre, Victoria
Island, Lagos.
The event witnessed the presence
of the media, celebrities and Nigerians from all walks of life including the
representatives of the National Lottery Regulatory Commission (NLRC) and the
Lagos State Lotteries Board who endorsed the transparency and openness of all
activities of TOTI Prima Lotto.
At the occasion, the Chairman,
TOTI Prima, Mario Camilleri revealed that the company had engaged in
painstaking market research and strategic mapping which took about two years of
planning, to come to the conclusion that TOTI Prima should play lotto in the
Nigerian market. At a time when some companies are faint to invest in the
Nigerian economy, Mr. Camilleri showed confidence in Nigeria and the Nigerian
people. According to him, TOTI Prima believes in Nigeria, her economy and her
people. The company sees a country where it can contribute its own quota to
make the economy more robust. He added that the company feels the energy of the
people and the vast opportunity in the land for companies that are ready to
bring something refreshing to the people and the economy. TOTI Prima is ready
to give the people the game to fly their dream, he said.
The Chairman further revealed
that, apart from the approval from both the Lagos State Lotteries Board and the
NLRC, they also discovered that the Nigerian market is a mature economy, with
truly strong regulators, world class banks, professional lawyers, creative
marketers and other support companies who, they believe, could help them get to
their final destination. “Today we believe that we are able to change people’s
lives, as well as perception of lottery in Nigeria.”
Commenting on the unique name of
the company, Mr. Camilleri revealed that his father’s name came in quite handy.
He explains, “When it came to naming the company, I had one name that stood out
for me. That name was TOTI Prima. TOTI was my father’s name. I have always
believed that my father had the Midas touch and made a success out of everything
he did. And this is my dream not only for us as a company, but also for our
players. My father was a man of integrity and his name became synonymous with
respect, good ethics and values, which will be the basis of our company. Sadly,
he passed on 10 days ago, so he was unable to see this dream for the legacy of
his name, become reality. Though I am sure he is looking down on us tonight
with pride”.
Mr. Camilleri also revealed his dream of TOTI Prima Lotto becoming a household name in Lagos and in Nigeria as a whole. He said that the company’s strategy is to create a very strong TOTI Prima brand equity based on integrity, sincerity, tenacity of purpose and delivery starting from Lagos, and subsequently across all the states of Nigeria. This, he said, explains why the brand, apart from serving as supplementary income and improving people’s well-being, is positioning itself as a choice instrument that brings Dreams to Reality besides Changing People’s Stories.
In his presentation, to
explain the unique strategies to be explored by TOTI Prima to control the
Nigerian lotto market, Mr. Toby Nwanede, Marketing/ Business Development
Manager of TOTI Prima Lotto, explained that his organisation recognises
the entrepreneurial spirit of the Nigerian; their strength of character and
determination that inspires them to progress in life, with that sense of
responsibility of improving their lives and those around them. He said that,
this understanding and awareness is what shaped their outlook on the game of
lottery, moving it beyond the passion of playing, to the point of winning. He
said that, “While most other operators have stuck with the traditional lotto
style game, our new strategy is to create a game offering better odds, prizes
and simpler game play. We are poised to provide a reliable platform that is
based on integrity and transparency, as our live draws will be devoid of human
interference. We will broadcast across social media channels every Tuesday,
Thursday and Saturday. We passionately want to encourage people, not only
to dream but be certain that their dreams will become reality”.
At the event, the brand unveiled
one of Nigeria’s most cerebral celebrities Uti Nwachukwu as its Brand
Ambassador. Uti brought class, panache and excitement to the event as he raved
the audience with a touch of that style that gave him success at the popular
Big Brother Africa Reality Show. He ignited the audience’s passion during the
raffle draw which he anchored to the admiration of the guests. Mr. Alibi Idowu
won One Million Naira, as the very first winner of TOTI Prima draw.
TOTI Prima demonstrated the
company’s readiness to penetrate the market and take it on with the unveiling
of her marketing/marketing communication collaterals which include but not
limited to - radio jingles (English and pidgin), television commercials,
outdoor visibility materials such as fascia boards, store danglers, table top
stickers, signage, store front branding, cash point branding and others.
In her vote of thanks, the TOTI
Prima Chief Operating Officer, COO, Annabel Camilleri said, “When I was asked
to give the vote of thanks tonight, I felt like this would be my moment at the
Oscars. But I promise not to cry, and please do forgive me if I forget to
mention anyone. Getting to this point has been a challenging mission, and
one that we would not have been able to pull off without a lot of help from
many.
She thanked the industry
regulators, the National Lottery Regulatory Commission and the Lagos State
Lotteries Board, who were both represented at the event. She said,
“Together with them, the gaming industry has many professional entities who
have made it one of the most envied. To our gaming platform provider and our
payment providers, thank you for being consummate experts in your field. To our
lawyers, banks, accountants and various consultants, thank you for your
guidance and immeasurable advice. You helped us navigate this new landscape
with confidence and ease”.
She also expressed her gratitude
to all that were present at the event. “To all of you here tonight, thank you
for joining us to celebrate the beginning of our journey. Your presence is more
appreciated than you can imagine. And finally, but probably the greatest thanks
that we could give. To the people of Nigeria. Thank you. Thank you for
welcoming us with open arms and making us feel at home. Remember – All Dreams
are Valid”, she concluded.
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