United Bank for Africa (UBA) has partnered with Lions Group and Wakanow to launch a new festive-season promotional initiative known as the Detty Side campaign. The collaboration, unveiled ahead of the year-end celebrations, is aimed at engaging young Nigerians, expanding digital lifestyle offerings, and boosting travel and entertainment access during the busy holiday period. The campaign highlights UBA’s increasing push toward youth-oriented financial experiences and digital convenience, aligning with evolving consumer behaviour and Nigeria’s expanding creative economy.
The Detty Side campaign is designed to make this year’s festive season more memorable for young people by offering exclusive rewards, discounted travel packages, lifestyle perks, and entertainment-related benefits tailored to tech-savvy, socially active, and travel-ready customers. According to the partners, the initiative supports a growing trend where Nigerian youths now seek seamless digital access to events, travel experiences, and leisure activities, especially during December when social activities peak across major cities.
UBA said the partnership reflects its commitment to remain deeply connected to youth culture while promoting secure, flexible and innovative payment solutions. Through UBA’s digital platforms, customers will be able to access the full range of Detty Side offerings, including ticketing, travel bookings, hotel reservations, merchandise purchases, and experience-based rewards. The bank noted that young consumers are increasingly demanding financial services that fit effortlessly into their lifestyle needs, and the campaign is structured to meet those expectations.
Lions Group, a fast-growing entertainment and media outfit, will be leading the content and events aspect of the campaign. The group’s involvement is expected to boost the visibility of youth-oriented shows, concerts, nightlife activities, and entertainment festivals that define the holiday season. Lions Group said the partnership makes it easier for young Nigerians to enjoy verified event access, curated entertainment packages, and seamless digital transactions without the usual last-minute hassles associated with festive rush.
On its part, Wakanow—the travel and tourism partner—will provide discounted flight tickets, holiday travel deals, hotel packages, and curated seasonal experiences targeted at youths who intend to explore travel opportunities during December and early January. The company said more young people are seeking short vacation trips, regional travel, and group holiday experiences, and the Detty Side initiative gives them more affordable options while maintaining reliability and safety.
Industry analysts have praised the collaboration, describing it as a well-timed move that capitalises on Nigeria’s booming creative sector and the rising economic potential of youth-driven experiences. They note that the Nigerian entertainment ecosystem has become a major economic contributor, powering growth in tourism, fashion, nightlife business, audiovisual media, and digital entrepreneurship. The Detty Side campaign, they said, responds to this evolving landscape by merging finance, entertainment, and travel into one accessible ecosystem.
As the Nigerian economy continues to undergo restructuring, digital consumption patterns among young people have expanded sharply. Banking transactions, travel bookings, and event ticket purchases are now predominantly carried out through apps and mobile devices. UBA emphasised that one of the major goals of the campaign is to encourage secure digital payments while exposing customers to the broader benefits of a cashless system. The bank believes that festive seasons often attract high transaction volumes, making it a perfect period to showcase convenience-driven financial solutions.
The campaign will roll out nationwide, with Lagos, Abuja, Port Harcourt, Benin, Ibadan, and major student communities expected to be the most active engagement centres. Users will gain access to a range of exclusive perks including travel vouchers, VIP concert entries, backstage passes, lifestyle products, and special discounts available only through UBA’s digital channels. The bank also hinted that selected lucky winners will receive all-expense-paid trips to top African travel destinations during the holiday period.
Lions Group said the entertainment lineup tied to the campaign will include both mainstream and emerging artistes, reflecting the diversity of Nigeria’s cultural scene. The company plans to integrate the campaign into major December events, concerts, and festivals, ensuring strong visibility and participation. They added that the initiative supports creative talents and strengthens revenue streams within the entertainment industry, which continues to expand its global influence through music, streaming, fashion, and social media content.
Wakanow, in outlining its role, said that the travel packages will be designed with affordability in mind, ensuring that students, young professionals, and holiday travellers can explore new destinations without stretching their budgets. The company added that the Detty Side project aligns with its vision of making travel more accessible to young Africans while helping to strengthen regional tourism and cultural exchange.
The partners describe Detty Side as more than a festive campaign—it is a lifestyle project that reflects how Nigerian youths live, spend, interact, and celebrate. By merging finance, entertainment, and travel, the campaign is set to create a multi-platform experience that remains relevant beyond the holiday season.
For UBA, the initiative reinforces its long-standing strategy of building strong relationships with younger demographics who represent the future of banking in Africa. The bank believes that innovation, cultural awareness, and digital accessibility will define the next phase of financial services on the continent. With the December festivities drawing near, the Detty Side campaign is expected to gain significant traction, energising the holiday ecosystem and offering young Nigerians a vibrant, well-curated festive experience.
Support InfoStride News' Credible Journalism: Only credible journalism can guarantee a fair, accountable and transparent society, including democracy and government. It involves a lot of efforts and money. We need your support. Click here to Donate