Main Idea : Mobilink wants to be the calling carrier via their Awaz Jo nazar Aye Ad Campaign and Jazz does the regular sales promotion.
Awaz jo nazar Aye TIME LINE :
1/15/2012 : Mobilink simultaneously launches their new ad camapaign on OOH and TV with a unique and risky positioning , as the promise conveyed by the new campaign to the users is that Mobilink will have full signals across Pakistan for sure. Billboards just focusing on the signal bars and an emotional ad takes away a unique positioning in consumer's mindset.
Awaz Jo Nazar Aye Ad. Mobilink 2012 new ad campaign.
19/1/2012 (approximately few days later) : Their Awaz jo nazar Aye campaign supplements their routine sales promotion Ads. Branding + Sales Promotion!
You are reading :Mobilink new ad campaign Awaz jo nazar aye
Telecom Pakistan participants are changing their gears in terms of new positioning. Dynamics are changing fast :
- Zong building their image via MANU and Syra Yousuf Ad Campaign
- Wateen relaunch their corporate image
- Ufone still focusing on sales promotion as part of their strategy
- Telenor : Nothing currently now , except for their last Bolo campaign.
- Mobilink holding their image of strongest signals aross Pakistan to become the best calling carrier
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Ufone is certainly holding an undisputed positioning of most number of packages , schemes and better rates. However , people are still disturbed by their signals dropping out and quality.
Zong is looking at a new segment now.
You are reading :Mobilink new ad campaign Awaz jo nazar aye
Mobilink targeting people who prefer signals more than anything. This positioning has wide and multiple segments to target at. All purpose users , Office people , labour across Pakistan but not teenagers or scheme conscious people which are conquered by Ufone-No wonder Ufone holds the most Sms share whereas Mobilink's subscribers sends the least number of sms in a month.
This clearly tells much more about the target markets of Mobilink and Ufone. Mobilink with its new positioning aims to earn more contribution margin available via calls and that's why full signals has been a strategic choice for Mobilink. So does it mean Mobilink wants to be positioned as the " best carrier for calling"?......
Jazz is still engaging into sales promotion billboards while post paid customers are targeted via their new Awaz jo Nazar Aye campain. However , the tactic used here is that the awaz jo nazar aye campaign had been targeted at post paid customer but the brand advertised is their company name instead of Indigo. But the colours used on all the OOH is purple. It means that this campaign has two purpose : cannibalize the full network idea into all brands, Jazz and Indigo, but primarily sustain repeat post paid customers.
Thank You for reading :Mobilink new ad campaign Awaz jo nazar aye
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Do you like my work and passion ? Share my CV with your HR for a marketing position or an internship :http://goo.gl/JSyd7 or contact me ati.arsalan@hotmail.com
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