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Zong 4G - Activation plan

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Waqas Nasir
Waqas Nasir

There is a high level of anxiety among Pakistani youth due to issues happening around the world, in the country, and in their personal lives. They are most concerned about the state of the economy, unemployment, costs of living and healthcare. Over 80% say the recession has impacted them personally. While anxious about the present, many are also pessimistic about the future economic conditions. This is largely attributed to a lack of confidence in the current government and its ability to improve the situation. Pakistani youth are heavily engaged with technology and own multiple electronic devices, though they see distraction as a form of entertainment rather than participation.

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Zong 4G - Activation plan
BUSINESS Challenge Leadership Loyalty Trust Reappraisal
SPRINGBOARD FOR TRANSFORMATION MARKET Differentiate from competitors BRAND ‘Single-minded purpose’ (Spearheaded by 4G) CONSUMER Create emotional connection to brand through deep seated connection with Pakistan
EmotionalConnection Some leading players are encroaching on heartland operator territory and making an emotional connection even more critical, with strong brand evangelists {
ZongatPresent services group site Pakistan content phone cell China football Communications 4G Brand Value
Technology “Technological evolution is the result of our own desire to lead a better life.” { Evolution R.S. Amblee
Zong 4G - Activation plan
3G and 4G Capabilities and Features
How THEYAre Saying
COMPETITIVE Advantage All other operators in Pakistan are offering not more than 3.9 G, thus giving a clear advantage to Zong over its competitors {
Zong 4G - Activation plan
Zong 4G - Activation plan
Gender: Male A bigger market compared to females Age (Bullseye): 20 On the brink of adulthood Aspirational for an 18yr old 22 year old can also relate to SEC: B Aspirational for C and below Not as niche as the A
WORLD
I live in an insecure world
More people feeling insecure 90% 84% 77% 74% 70% 70% 66% 63% 61% 57% 54% 51% 35% 100% 80% 60% 40% 20% 0% Japan Russia Egypt India USA Spain Brazil UK Australia UAE Canada Arabia China Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are? % Percent who are Very/Somewhat Nervous/Anxious
Youth unemployment rate (July 2010) THE RECESSION AND ITS EFFECT ON MILLENNIALS * International Labor Organization Department Statistics, September 2010. Note: Italy data is for February 2010, Greece data is for February 2010, U.K. data is for May 2010. All other country data is for July 2010 Country % of those unemployed under age 24 Spain 39.9 Greece 30.9 Italy 28.8 France 20.0 U.S. 19.1 U.K. 19.1 Brazil 17.0 Canada 14.7 Australia 10.6 Germany 10.4 Mexico 9.4 Japan 9.0
But I know how to remain standing no matter what
The Youth feel powerful enough to change the game plan
Zong 4G - Activation plan
FOMO Fear of Missing Out FOMO is the uneasy and sometimes all-consuming feeling that you’re missing out—that your peers are doing, in the know about or in possession of more or something better than you
Radical Transparency meets Life in Real Time: Social media, mobile devices and location-based tools are facilitating conspicuous living, with people clamoring to show and tell all as it’s happening.
Younger people are more engaged in identity formation than older people. They may be more open to the experience of FOMO because they are engaged in relative deprivation. Younger people have fewer resources to consume identity-forming products and experiences while simultaneously having the most time and desire for them.” MARC A. SMITH, sociologist and chief social scientist, Connected Action Consulting Group
THE HE LIVES IN
Anxiety is running high; almost 9 out of 10 Pakistanis said they felt somewhat or very nervous/anxious 60% 29% 8% 3% 89 % Very nervous/anxious Somewhat nervous/anxious Not very nervous/anxious Not at all nervous/anxious Q4. Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are? %
Majority of Pakistanis report that the recession has impacted them personally, with eight out of ten indicating a high level of impact Q7. On a scale of 1-10, where “1” means the recession hasn’t impacted me, personally, at all, and “10” the recession has impacted me, personally, a great deal, how would you rate yourself? % How much has the recession impacted you personally? 1% 2% 2% Total 5% 6% 10% 12% 18% 18% 26% 1-Hasn’t impacted me 10-Has impacted me a great deal No impact Great impact 84%
On a macro level, Pakistanis are most concerned about economic issues; the overall state of the economy, the cost of health care, and the cost of living… The Current State of the Economy 2000% 1600% 1200% 800% 400% 0% The Cost of Health Care in Your Country The Current Cost of Living in Your Country You And Your Family's Current Job Security The Rate of Crime in Your Community The Threat of Terrorism Potential Military Hostilities Around the World Current Military Hostilities Around The Current Political Leadership in Your Country the World Q3. Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not.
… which translates on a micro level to anxiety around the basics of getting by: employment, food, and gasoline prices Quality of Products from China 400% 300% 200% 100% 0% Your Government's Budget Deficit The Stock Market Bank Failures The Housing Market Unemployment Rates Gasoline Prices Global Pandemic Diseases Impact of Global Warming Natural Disasters The war in Afghanistan The war in Iraq The State of Your National Infrastructure Safety of the Food Supply Food Prices Key : Anxiety Index : % who are nervous or anxious / % who are not Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. Error Margin ±7.94%
His Concerns and Distractions What makes him nervous?
There is a high anxiety level amongst Pakistan Youth due to all that is happening in the world, country and family life. 47% 35% 11% 7% 100% 80% 60% 40% 20% 0% Very nervous/anxious Somewhat nervous/anxious Not very nervous/anxious Not at all nervous/anxious 82% 18% Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are? % Error Margin ±7.94%
Level of Anxiety 82 90 76 89 94 79 100 90 80 70 60 50 40 30 20 10 0 Overall level of anxiety State of Economy Unemployment Youth National
The conditions they are facing is due to failure of current government
33 Pessimism regarding economic future Worsen Improves Remain the Same 50% 33% 17% Source: PEW RESEARCH CENTER May 2011 after Bin Ladin`s Death 37 Trend of Hope in Pakistan 43 47 41 45 40 32 29 9 23 14 60 40 20 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Government`s failure in controlling the situation in the country increased pessimism and decreased hope…
34 6 Confidence Index -27 -26 -24 10 -10 -30 Q1 Q2 Q3 Q4 SOURCE: OICCI BUSINESS CONFIDENCE SURVEY (4TH QUARTER RESULT ANALYSIS) Business Confidence on a decline because of poor governance Reasons for low business confidence 29% 15% 15% 15% 13% Poor Government Inflation Corruption Power Crisis Law & Order SOURCE: OICCI BUSINESS CONFIDENCE SURVEY (4TH QUARTER RESULT ANALYSIS)
He is a generation BEYOND one screen
DISTRACTION AS ENTERTAINMENT
ONE SCREEN VS. MANY • DISTRACTION AS ENTERTAINMENT
Ownership of Electronic Devices Overall Male Female 2008 2003 2008 2003 2008 2003 TV 89 81 88 79 91 85 Mobile phone 87 29 88 24 85 37 Computer 81 52 80 50 83 57 Internet 47 30 46 26 47 37 CD player 44 38 41 36 49 41 DVD player 33 12 31 11 36 13 Cassette player 32 63 28 63 38 62 Walkman 23 32 18 29 32 37 VCR 16 38 12 30 23 52 Source: Oasis’ Research on Students 38
PARTISIPANTDESIRES Social Connections Cost Effectiveness Movers Seek Liberation Tech Savvy
A Distracted Audience Needs to be transformed into a Participant
Brand Idea Engage
And Strike them with
Engage Impress THEM
Engage them without
Character Positive Traits Negative Traits Character Maiden Innocent & Kind Dishonest & Uncaring Witch Seductress Sexy & Desirable Arrogant & Uncaring Vampire Hero Adventurous & Brave Hasty & Arrogant Villain Joker Fun & Playful Hasty & Dishonest Fool Dreamer Idealistic, Different & Creative Arrogant, Hasty & Uncaring Fantasist Wise Wise & Trustworthy Arrogant & Uncaring Charlatan King In Control & Assertive Arrogant & Uncaring Tyrant Friend Friendly & Straightforward Uncaring, Hasty & Dishonest Traitor Mother Generous & Caring Uncaring & Dishonest Stepmother Rebel Rebellious Arrogant, Hasty & Uncaring Anarchist CHARACTERZ
Uth Fun and Playful Djuice Rebellious Glow Friendly Jazba Fun and Playful Zong Youth
How is the brand characterized? Blank slide (Delete if you wish)
Brand Signature™ Blank slide (Delete if you wish)
A Need Gap? Communications Command/Control TODAY CENTRIC: FUTURE CENTRIC: Telecom for those who LIVE Every Bit, Ahead of Life Opportunity for Zong
Zong – 4G Adventurous & Brave Jazba Fun and Playful Uth Fun and Playful Glow Friendly Djuice Rebellious
Insight “I want to live every moment full of life but my social network is down”
Brand Offering “Speed of Life” Zong 4G connects every bit of your life
“Life per Second” Insight “I want to live every moment full of life but my social network is down” BIG IDEA Brand Offering “Speed of Life” Zong 4G connects every bit of your life
Life per Second Every second can bring something new and precious they want to live every moment to the fullest. They don’t want to miss out on anything and are open to new adventures. Above all ….. { “they want to stay up to date with what’s going on around them”
There are many things in life that we wish we could take back. Many moments we would recast. We never can just stop time. Or take moments back we can cherish those seconds of life and share with others—before they end ... bu
Brand Values
Zong in Future group Social football lively Pakistan phone China content services Communications cell 4G site Speed Coverage Friend Engagement Futuristic Cutting edge best Tech savvy accessible Live life young New experiences innovative
Zong 4G - Activation plan
PAKISTAN’SDIGITAL LANDSCAPE 29Million+ Internet Users 124Million+ Mobile Subscribers GPRS users 15Million
29 Million+ Internet Users Where are your consumers? 0 Preferred Devices PAKISTAN’SDIGITAL LANDSCAPE
0 9 Million User 31%Population Total 05%Population 50% Online 18 – 24 years 27% 25 – 34 years 05% 35 - 40years 71% 29% +44kNew Subscription per week PAKISTAN’SDIGITAL LANDSCAPE
PAKISTAN’SDIGITAL LANDSCAPE 0 3 Million User 24% Punjab 22% Sindh 56% 08% MOST VISITED SITE LAST MONTH 9th
0 BLOGS NEWS BLOGGER.COM 10 Most Visited Site #15 #12 #27 + Many More Direct Publisher PAKISTAN’SDIGITAL LANDSCAPE
PAKISTAN’SDIGITAL LANDSCAPE 0 54% Featured Phone Smart Phone 26% 46% 2% 5% 67% IOS Android WP Blacberry 119Mobile Handset Million 06 SMART PHONE percent 07Million SMART PHONE USERS USING Mobile Applications 55% 45%
Create a direct relationship with end consumer Develop brand image & equity Generate brand awareness Increase Sale Consumer Relationship Brand Equity Brand Awareness Brand Image Mind Share Product Sale DIGITAL ADVERTISING RATIONAL
BRAND’S OBJECTIVES Short – Term Long – Term Application Installations CPR & CPM Re-tweeting, Liking, Commenting Other KPIs Web Asset Visits Online Activation SETTINGRIGHT TARGETS
MULTI-PLATFORMCOMMUNICATION consuming all available platform & technology to CREATE WOM
On Ground & Digital ACTIVATION
Zong TimePay New services - QR Offers - Instant Rewards - Special Discounts Mobile Advertisements - Vouchers and tickets - Promotions & Sales offers Mobile Applications - Zong Safe Drive - Zong Nevigation - Zong Kid Zone Engage
On Ground & Digital Activation Are YOU Fast Enough !
Plan of Action Are YOU Fast Enough On Ground Activity will be set for the Target Audience to participate and share its experience gained via various fun-based activities at the point Creating the awareness of Zong 4G and its Benefits Creating awareness and acquisition of new customers Idea Objective Expected Outcome
Plan of Action Activation Content Quiz Competition Picture Sharing Secondary: Competition Video Uploads Event update Video Call Video Competition Secondary: competition On Ground Live Bike Stunts Digital Get a selfy with the Zong 4G Branded Super Bike and share on the Zong “ Are you fast Enough” competition. Winner will be registered on getting the maximum likes Get a Zong SIM (pre-activated). Make & Share your first video upload from Zong 4G and get registered for the lucky draw Make a Video Call from Zong 4G on the spot and get the chance to win Super Bike
On Ground & Digital Activation Always with my friends!
Essence: you are never alone. Always connected to your friends The activity makes the target and their friends circles an integral part of the brand Idea  Send in videos of you and your friends achieving an everyday task e.g. boiling an egg, or setting the table, or getting dressed  The videos are uploaded on Zonger’s page for votes  The highest voted video wins its participants a chance to win fabulous prize like sponsored vacation in Dubai. Thiland or Mylasia Mechanics
On Ground & Digital Activation Zonger’s Zone Essence: Highlight the areas where Zong 3G & 4G is activated with Midum/Small sized Hot Air Balloon Idea - Get a selfie within Zonger Zone Mechanics and become a part of lucky draw.
Zong 4G Zones
Digital Activation The HUNT – APP Based Game
On Ground & Digital Activation Sky Diving Experience This is the moment which you may not experience ever again, not even virtually. As thrilling as Zong 4G Idea
 A mobile setup will be established in different colleges and malls  To join you need have to register yourself with zong “Sky Divers Club”, right on the spot via Zong 4G connection  Once registered, the participant can experience the Skydiving, along with an attendant Mechanics
Zong 4G - Activation plan

More Related Content

Zong 4G - Activation plan

  • 2. BUSINESS Challenge Leadership Loyalty Trust Reappraisal
  • 3. SPRINGBOARD FOR TRANSFORMATION MARKET Differentiate from competitors BRAND ‘Single-minded purpose’ (Spearheaded by 4G) CONSUMER Create emotional connection to brand through deep seated connection with Pakistan
  • 4. EmotionalConnection Some leading players are encroaching on heartland operator territory and making an emotional connection even more critical, with strong brand evangelists {
  • 5. ZongatPresent services group site Pakistan content phone cell China football Communications 4G Brand Value
  • 6. Technology “Technological evolution is the result of our own desire to lead a better life.” { Evolution R.S. Amblee
  • 8. 3G and 4G Capabilities and Features
  • 10. COMPETITIVE Advantage All other operators in Pakistan are offering not more than 3.9 G, thus giving a clear advantage to Zong over its competitors {
  • 13. Gender: Male A bigger market compared to females Age (Bullseye): 20 On the brink of adulthood Aspirational for an 18yr old 22 year old can also relate to SEC: B Aspirational for C and below Not as niche as the A
  • 14. WORLD
  • 15. I live in an insecure world
  • 16. More people feeling insecure 90% 84% 77% 74% 70% 70% 66% 63% 61% 57% 54% 51% 35% 100% 80% 60% 40% 20% 0% Japan Russia Egypt India USA Spain Brazil UK Australia UAE Canada Arabia China Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are? % Percent who are Very/Somewhat Nervous/Anxious
  • 17. Youth unemployment rate (July 2010) THE RECESSION AND ITS EFFECT ON MILLENNIALS * International Labor Organization Department Statistics, September 2010. Note: Italy data is for February 2010, Greece data is for February 2010, U.K. data is for May 2010. All other country data is for July 2010 Country % of those unemployed under age 24 Spain 39.9 Greece 30.9 Italy 28.8 France 20.0 U.S. 19.1 U.K. 19.1 Brazil 17.0 Canada 14.7 Australia 10.6 Germany 10.4 Mexico 9.4 Japan 9.0
  • 18. But I know how to remain standing no matter what
  • 19. The Youth feel powerful enough to change the game plan
  • 21. FOMO Fear of Missing Out FOMO is the uneasy and sometimes all-consuming feeling that you’re missing out—that your peers are doing, in the know about or in possession of more or something better than you
  • 22. Radical Transparency meets Life in Real Time: Social media, mobile devices and location-based tools are facilitating conspicuous living, with people clamoring to show and tell all as it’s happening.
  • 23. Younger people are more engaged in identity formation than older people. They may be more open to the experience of FOMO because they are engaged in relative deprivation. Younger people have fewer resources to consume identity-forming products and experiences while simultaneously having the most time and desire for them.” MARC A. SMITH, sociologist and chief social scientist, Connected Action Consulting Group
  • 25. Anxiety is running high; almost 9 out of 10 Pakistanis said they felt somewhat or very nervous/anxious 60% 29% 8% 3% 89 % Very nervous/anxious Somewhat nervous/anxious Not very nervous/anxious Not at all nervous/anxious Q4. Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are? %
  • 26. Majority of Pakistanis report that the recession has impacted them personally, with eight out of ten indicating a high level of impact Q7. On a scale of 1-10, where “1” means the recession hasn’t impacted me, personally, at all, and “10” the recession has impacted me, personally, a great deal, how would you rate yourself? % How much has the recession impacted you personally? 1% 2% 2% Total 5% 6% 10% 12% 18% 18% 26% 1-Hasn’t impacted me 10-Has impacted me a great deal No impact Great impact 84%
  • 27. On a macro level, Pakistanis are most concerned about economic issues; the overall state of the economy, the cost of health care, and the cost of living… The Current State of the Economy 2000% 1600% 1200% 800% 400% 0% The Cost of Health Care in Your Country The Current Cost of Living in Your Country You And Your Family's Current Job Security The Rate of Crime in Your Community The Threat of Terrorism Potential Military Hostilities Around the World Current Military Hostilities Around The Current Political Leadership in Your Country the World Q3. Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not.
  • 28. … which translates on a micro level to anxiety around the basics of getting by: employment, food, and gasoline prices Quality of Products from China 400% 300% 200% 100% 0% Your Government's Budget Deficit The Stock Market Bank Failures The Housing Market Unemployment Rates Gasoline Prices Global Pandemic Diseases Impact of Global Warming Natural Disasters The war in Afghanistan The war in Iraq The State of Your National Infrastructure Safety of the Food Supply Food Prices Key : Anxiety Index : % who are nervous or anxious / % who are not Events in your life, in the country and in the world can make people nervous or anxious. For each of the following, please indicate how nervous or anxious you currently are, or not. Error Margin ±7.94%
  • 29. His Concerns and Distractions What makes him nervous?
  • 30. There is a high anxiety level amongst Pakistan Youth due to all that is happening in the world, country and family life. 47% 35% 11% 7% 100% 80% 60% 40% 20% 0% Very nervous/anxious Somewhat nervous/anxious Not very nervous/anxious Not at all nervous/anxious 82% 18% Overall, given everything that is going on in the world, the country, and your family's life, how nervous or anxious would you say you currently are? % Error Margin ±7.94%
  • 31. Level of Anxiety 82 90 76 89 94 79 100 90 80 70 60 50 40 30 20 10 0 Overall level of anxiety State of Economy Unemployment Youth National
  • 32. The conditions they are facing is due to failure of current government
  • 33. 33 Pessimism regarding economic future Worsen Improves Remain the Same 50% 33% 17% Source: PEW RESEARCH CENTER May 2011 after Bin Ladin`s Death 37 Trend of Hope in Pakistan 43 47 41 45 40 32 29 9 23 14 60 40 20 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Government`s failure in controlling the situation in the country increased pessimism and decreased hope…
  • 34. 34 6 Confidence Index -27 -26 -24 10 -10 -30 Q1 Q2 Q3 Q4 SOURCE: OICCI BUSINESS CONFIDENCE SURVEY (4TH QUARTER RESULT ANALYSIS) Business Confidence on a decline because of poor governance Reasons for low business confidence 29% 15% 15% 15% 13% Poor Government Inflation Corruption Power Crisis Law & Order SOURCE: OICCI BUSINESS CONFIDENCE SURVEY (4TH QUARTER RESULT ANALYSIS)
  • 35. He is a generation BEYOND one screen
  • 37. ONE SCREEN VS. MANY • DISTRACTION AS ENTERTAINMENT
  • 38. Ownership of Electronic Devices Overall Male Female 2008 2003 2008 2003 2008 2003 TV 89 81 88 79 91 85 Mobile phone 87 29 88 24 85 37 Computer 81 52 80 50 83 57 Internet 47 30 46 26 47 37 CD player 44 38 41 36 49 41 DVD player 33 12 31 11 36 13 Cassette player 32 63 28 63 38 62 Walkman 23 32 18 29 32 37 VCR 16 38 12 30 23 52 Source: Oasis’ Research on Students 38
  • 39. PARTISIPANTDESIRES Social Connections Cost Effectiveness Movers Seek Liberation Tech Savvy
  • 40. A Distracted Audience Needs to be transformed into a Participant
  • 45. Character Positive Traits Negative Traits Character Maiden Innocent & Kind Dishonest & Uncaring Witch Seductress Sexy & Desirable Arrogant & Uncaring Vampire Hero Adventurous & Brave Hasty & Arrogant Villain Joker Fun & Playful Hasty & Dishonest Fool Dreamer Idealistic, Different & Creative Arrogant, Hasty & Uncaring Fantasist Wise Wise & Trustworthy Arrogant & Uncaring Charlatan King In Control & Assertive Arrogant & Uncaring Tyrant Friend Friendly & Straightforward Uncaring, Hasty & Dishonest Traitor Mother Generous & Caring Uncaring & Dishonest Stepmother Rebel Rebellious Arrogant, Hasty & Uncaring Anarchist CHARACTERZ
  • 46. Uth Fun and Playful Djuice Rebellious Glow Friendly Jazba Fun and Playful Zong Youth
  • 47. How is the brand characterized? Blank slide (Delete if you wish)
  • 48. Brand Signature™ Blank slide (Delete if you wish)
  • 49. A Need Gap? Communications Command/Control TODAY CENTRIC: FUTURE CENTRIC: Telecom for those who LIVE Every Bit, Ahead of Life Opportunity for Zong
  • 50. Zong – 4G Adventurous & Brave Jazba Fun and Playful Uth Fun and Playful Glow Friendly Djuice Rebellious
  • 51. Insight “I want to live every moment full of life but my social network is down”
  • 52. Brand Offering “Speed of Life” Zong 4G connects every bit of your life
  • 53. “Life per Second” Insight “I want to live every moment full of life but my social network is down” BIG IDEA Brand Offering “Speed of Life” Zong 4G connects every bit of your life
  • 54. Life per Second Every second can bring something new and precious they want to live every moment to the fullest. They don’t want to miss out on anything and are open to new adventures. Above all ….. { “they want to stay up to date with what’s going on around them”
  • 55. There are many things in life that we wish we could take back. Many moments we would recast. We never can just stop time. Or take moments back we can cherish those seconds of life and share with others—before they end ... bu
  • 57. Zong in Future group Social football lively Pakistan phone China content services Communications cell 4G site Speed Coverage Friend Engagement Futuristic Cutting edge best Tech savvy accessible Live life young New experiences innovative
  • 59. PAKISTAN’SDIGITAL LANDSCAPE 29Million+ Internet Users 124Million+ Mobile Subscribers GPRS users 15Million
  • 60. 29 Million+ Internet Users Where are your consumers? 0 Preferred Devices PAKISTAN’SDIGITAL LANDSCAPE
  • 61. 0 9 Million User 31%Population Total 05%Population 50% Online 18 – 24 years 27% 25 – 34 years 05% 35 - 40years 71% 29% +44kNew Subscription per week PAKISTAN’SDIGITAL LANDSCAPE
  • 62. PAKISTAN’SDIGITAL LANDSCAPE 0 3 Million User 24% Punjab 22% Sindh 56% 08% MOST VISITED SITE LAST MONTH 9th
  • 63. 0 BLOGS NEWS BLOGGER.COM 10 Most Visited Site #15 #12 #27 + Many More Direct Publisher PAKISTAN’SDIGITAL LANDSCAPE
  • 64. PAKISTAN’SDIGITAL LANDSCAPE 0 54% Featured Phone Smart Phone 26% 46% 2% 5% 67% IOS Android WP Blacberry 119Mobile Handset Million 06 SMART PHONE percent 07Million SMART PHONE USERS USING Mobile Applications 55% 45%
  • 65. Create a direct relationship with end consumer Develop brand image & equity Generate brand awareness Increase Sale Consumer Relationship Brand Equity Brand Awareness Brand Image Mind Share Product Sale DIGITAL ADVERTISING RATIONAL
  • 66. BRAND’S OBJECTIVES Short – Term Long – Term Application Installations CPR & CPM Re-tweeting, Liking, Commenting Other KPIs Web Asset Visits Online Activation SETTINGRIGHT TARGETS
  • 67. MULTI-PLATFORMCOMMUNICATION consuming all available platform & technology to CREATE WOM
  • 68. On Ground & Digital ACTIVATION
  • 69. Zong TimePay New services - QR Offers - Instant Rewards - Special Discounts Mobile Advertisements - Vouchers and tickets - Promotions & Sales offers Mobile Applications - Zong Safe Drive - Zong Nevigation - Zong Kid Zone Engage
  • 70. On Ground & Digital Activation Are YOU Fast Enough !
  • 71. Plan of Action Are YOU Fast Enough On Ground Activity will be set for the Target Audience to participate and share its experience gained via various fun-based activities at the point Creating the awareness of Zong 4G and its Benefits Creating awareness and acquisition of new customers Idea Objective Expected Outcome
  • 72. Plan of Action Activation Content Quiz Competition Picture Sharing Secondary: Competition Video Uploads Event update Video Call Video Competition Secondary: competition On Ground Live Bike Stunts Digital Get a selfy with the Zong 4G Branded Super Bike and share on the Zong “ Are you fast Enough” competition. Winner will be registered on getting the maximum likes Get a Zong SIM (pre-activated). Make & Share your first video upload from Zong 4G and get registered for the lucky draw Make a Video Call from Zong 4G on the spot and get the chance to win Super Bike
  • 73. On Ground & Digital Activation Always with my friends!
  • 74. Essence: you are never alone. Always connected to your friends The activity makes the target and their friends circles an integral part of the brand Idea  Send in videos of you and your friends achieving an everyday task e.g. boiling an egg, or setting the table, or getting dressed  The videos are uploaded on Zonger’s page for votes  The highest voted video wins its participants a chance to win fabulous prize like sponsored vacation in Dubai. Thiland or Mylasia Mechanics
  • 75. On Ground & Digital Activation Zonger’s Zone Essence: Highlight the areas where Zong 3G & 4G is activated with Midum/Small sized Hot Air Balloon Idea - Get a selfie within Zonger Zone Mechanics and become a part of lucky draw.
  • 77. Digital Activation The HUNT – APP Based Game
  • 78. On Ground & Digital Activation Sky Diving Experience This is the moment which you may not experience ever again, not even virtually. As thrilling as Zong 4G Idea
  • 79.  A mobile setup will be established in different colleges and malls  To join you need have to register yourself with zong “Sky Divers Club”, right on the spot via Zong 4G connection  Once registered, the participant can experience the Skydiving, along with an attendant Mechanics