Zong Media Campaign Design

8/11/2019 Zong Media Campaign Design

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MEDIA

CAMPAIGN

Presenters

Anila Mufti

Saboor Ahmed

Yasir ZahidFarooq Ahmed

Junaid Ahmed


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Feb, 2007, China Mobile acquired Paktel, the fifth largest

mobile communications operator in Pakistan.

On 5th April 2008, China Mobile launch ZONG in Pakistan

supported by innovative communications, trend setting

customer service and an unmatched product offering which

establish China Mobile as a serious contender for the number

one position.


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Goal

To get the mind share of customer and to endorse Zongs

tag line SUB KEH DO in the mind of target customer

along with the promotion of top packages and Build the

reputation and general awareness of Zong.

Strategy

Communicating effectively with people through 360

degree media campaign using all forms of media through

clear, consistent advertising and Promotional activities.


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Ideal target customersZong is a telecom brand for masses, this

campaign will also target the people of all age and economicclass but specially young as they are the biggest users of

mobile services.

Budget Rs. 500 million (95% use, 5% save)

Campaign dates October 2010 to December 2010

Communication Channels

Electronic AdvertisingPrint Advertising

Outdoor Advertising

Events and promotions

Public relations


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Electronic Advertising 50% 250 m

Television 40% 200 m

Radio 6% 25 mInternet 3% 15 m

Cinema 1% 5 m

SMS/MMS


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Television Advertising

Airing 30-50 second commercials. Acquiring approximately

140 spots per week covered by Zong commercials on 12

networks that equally market to the urban and rural

population.

Salient Features of Zong ad Campaign

Simple and infomercial approach

With a spice of criticism on other companies

People friendly talking way

Low cost common character instead of big stars

Very attractive tune of TVCs


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Story Board

A little Girl calling her dad, saying that

Papa, mama mjhay gurya se khailnay nahi de

rahin, papa ap mama ko phone ker k bolo na

k mjhay khailnay dain.

A Girl sends sms to her friends that yar

aj sham mn wedding mn jana he, kya

pahnon, Red or blue then showing afew of her friends receiving msg and

smiling.


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A guy with orange T-shirt is telling jokes to

his friend on phone, the other guy sayChalobohat jokes suna liye, ab koi kam ki

bat bhi kerlo.

A small boy is showing talking on phone

then he become a young boy and then a

man and all time saying that Lo! Light

phir chali gayi


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A boy is talking on mobile, with himstanding another guy in red shirt, and

that boy says smiling Han bhaiAur

sunao,zong jaisi services hain kisi k

pas

Message written on screen Send your

sms on 428 and fill this board and we

will display your lines on news papers

and billboards. VO: Ab 428 per sms

send karo aur sab kehdo. And then zong

music at the end.


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Radio Advertising

Composing a variety of 15-25 second radio ads for radio station in

different cities to air during high listening traffic events that each station

covers.

The radio ad will be a little different from the TV ad, it will contain the

zong music and some funny tag lines.

Make the Zong Song aired quite a number of times every day at differenttimings and in famous radio shows like Sahir Lodhi show, ..

Hum FM FM 89FM 91 FM 100

FM 101 Mast FM 103

FM 106.2 Apna Karachi FM 107

Radio Channels


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Internet Advertising

Aquiring a presence on Face Book

Aquiring a presence on YouTube where viewers can download Zong

videos, commercial clips, to obtain more information about Zong and

its services.

Online Newspaper and Television Sites like Geo.tv, Aaj.tv, Dawn.com,

Jang.com


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Cinema Advertising

Place Zong ads in different quality cinemas of Karachi, Lahore and

Islamabad. Like: Nishat, Capri, Cineplex (Karachi), Capri, Crown,

Empire (Lahore) etc.

Place ad in Good Indian and English movies

Sponsor a good English or Indian movie depending on the movies

release at that times.


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Print Advertising 20% 100 m

Newspaper 12% 60 m

Magazines 7% 35 m

Brochures/Fliers 1% 5 m


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Print Advertising

News Papers

Total No of Sunday 13

News papers: Jung Sunday

Dawn Sunday

Express Sunday

Nawayewaqt Sunday

Kawish Sunday


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Week: 1st

Size: 27 x 8

Placement: Front page


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Week: 2nd

Size: 27x 8

Placement: 3rdpage


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Week: 3rd

Size: 27 x 4

Placement: front page


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Week: 4th

Size: 27 x 4



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Week: 5th

Size: 27x 8

Placement: third page


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Week: 6th

Size: 27x 8

Placement: third page


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Week: 7th

Size: 27 x 4



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Week: 8th

Size: 27 x 4

Placement: 3rdpage


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Week: 9th

Size: 27 x 4

Placement: 3rdpage


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Week: 10th

Size: 27 x 4

Placement : 3rdpage


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Week: 2nd

Size: 27 x 8

Placement : front page


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Week: 12th

Size: 27 x 4

Placement : 3rdpage


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S.

No

MG W

1

W

2

W

3

W

4

W

5

W

6

W

7

W

8

W

9

W

10

W

11

W

12

w1

3

1. Akhbar-e-Jehan

1 1 1 1 1 1 1 1 1 1 1 1 1

Size 18x

6

18x

6

18x

6

18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6

Position OBC OBC OBC OBC OBC OBC OBC OBC OBC OBC OBC OBC OBC

2. The MG 1 1 1 1 1 1 1 1 1 1 1 1 1

Size

18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6 18x6

Position OBC OBC OBC OBC OBC OBC OBC OBC OBC OBC OBC OBC OBC


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Others

Catalogs

Brochures

Posters

Buntings


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Outdoor Advertising 15% 75 m

Billboards 10% 50 m

Pole signs 2% 10 m

Signage on buildings 1% 5 m

Store Facia 1% 5 m

Bridges/Bus shelters 1% 5 m


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Bill board Advertising will be done in major cities of Pakistan like

Karachi, Lahore and Islamabad.

Bill boards on Prime locations will be selected, places of high traffic

and places where Universities or Colleges are near will be first

priority.

Billboards will be manage in a way to rotate every 30 days to expand

coverage over the city that it has been placed in.

Bill board Advertising


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City: Karachi

Location Sharah-e-Faisal (near Karsaz) 90*30

Gulshan Chowrangi 60*20Near Expo Centre

Punjab Chowrangi

Qayyum abad (Near Iqra)

City: Lahore

Location Food street Gawalmandi 90*30

Lahore Railway Station 60*20

Main Boulevard Gulberg

Mall Road

Prof. Ashfaq Khan Rd (Near NCA)

City: Islamabad

Location Muree Road 90*30

Jinnah Ave 60*20

Kashmir Hwy

Planned Locations depending upon availability


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City: Quetta

Location zaryab road

near serena hotel

City: Peshawar

Location: Qisa khuwani bazar

yadgar chock

near mosque mahabar khan

near peshawar musuem

Bill board


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Bill board

1st30 days

Next 30 days Last 30 days


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Pole signs

Pole signs will be placed in Major Educational Institutions of Karachi,Lahore and Islamabad.

Pole signs will be place on high traffic areas like Shahrah-e-faisal and

COD in Karachi, Gulberg and mall road in Lahore, the road to

Margallah hills etc.

Different Zong services pole signs will be place in a row to let

cosumer know all about Zong.

v


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Events and Promotions 10% 50 m

Programs at Universities 5% 25 m Sponsor Events 5% 25 m

d l


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Boards place in Institutions

White Zong boards will be placed in Major Educational Institutionsof Karachi, Lahore and Islamabad.

Invite all students to write what they feel about the country,

institutions or any other things they want to.

Whole Zong setup will be place there to let the students know

about the services zong is providing.

Those boards will be given to University as a Gift after they fill up.

d l


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Educational Institutions

Cities Institutions

Karachi Karachi UniversityNED University

IBA

IoBM

SZABIST

IQRAKIET

Sirsyed University

Lahore LUMS

UET Lahore

Punjab University

National College of Arts

Islamabad International Islamic University

GIK University


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Cities Institutions

Quetta Balochistan universitysardar bahadur khan women university

Iqra university quetta

princeton university quetta

Alhamd islamic university

Bolan medical college

Peshawar City University of Science and Information Technology

NU-FAST Peshawar Campus

Iqra University (Peshawar Campus)

Preston University of Science and Technology

Khyber Medical University

Institute of Management Studies

B d l I


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Boards place in Institutions


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zong ab keh do

apno kay saath

"Zong: Kuch na rahe unkehi"

"Zong: Keh do kabhi bhi kaheen bhi"

"Zong: ab faselay nahi"

Mohabat karnay walooo kay leay (Zong : for Lovers)

Zong Nahey to Kuch NaheeeeZong!! ab network fail ho..its wrong !!! ;)

Zong : App kay peyarooo ka network

Jab sab chore jain Zong ka Rishta na chotay

Zong: App kay leay

Zong tu apna hy.........Zong sab say aagay...

New tag lines for Zong

B k f i


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Book fair sponsor

Zong will sponsor the book fair like the previous year, which will

held in December 2010.

Gifts of Zong sims and other giveaways like Zong pen and Diaries

will be given to the participants.


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Public Relations

Press Releases

Articles

Interviews

Charitable Partnership

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Press Release

Press releases of all major events and campaigns will be send to

major Newspapers.


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Ch it bl t hi


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Zong will launch a program for giving back to the community as its

corporate social responsibility.

Zong will announce to spend a percentage of its sales in providing

education for Unprivileged Deaf Children.

Zong will work woth a n Organization by the name of Family Educational

Services Foundation (FESF). It is a non-profit, educational volunteerorganization

Deaf Reach Schools in Karachi, Lahore and Hyderabad

It provides underprivileged deaf children

from poor communities the opportunity

to receive a free education.

This program will be publicize through

newspapers, magazines and TV shows.

Charitable partnership


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Hmmm, sahi he

Bekar

Behtareen

Zabardast,

Documents

Zong Media Campaign Design