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BKash Marketing Plan 03.pptx

- The document outlines a marketing campaign plan for Robi telecom bundle offers and GP base customer conversion to Nagad. - The campaign includes TV, radio, print, digital and BTL activities with an estimated total budget of 272 million BDT over 3-6 months. - Key elements are TV, radio, and digital ads to drive awareness of Nagad and acquisition of new customers, targeting both feature phone and smartphone users across SEC segments.

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• 6 Lakhs Active Customer • TOMA 3 (by End December 2020) Target
Establishing What & Why Nagad? Massive acquisition Total Estimated Budget 272 Million Core focus Core objective Core Purpose Increase consumer Transaction STEP 4 Corona situation STEP 3 Functional / price STEP 2 GP Base Conversion STEP 1 Launch Robi Bundle Marketing Journey – Dec 31 2020
GP & Robi-Airtel Demography Feature Phone User 55% Smart Phone User 45% SEC Segmentation: Income level Basis SEC D SEC E Feature Phone user SEC C SEC A SEC B SEC A++ SEC C+ Smart Phone user Total 85% Media Consumption TG Total 15% Media Consumption TG Students of SEC A B C Heavy user of Data & TK in low ticket size. Digital Savvy TG, TV, Radio Online portal, TV, Press, Netflix, YouTube, etc. Strong TV penetration, Radio, etc.
Robi Bundle Offer Campaign Strategy: • Targeting Value seeking youth ( Age group 18-26) • Mostly SEC – B, C, D • Create content to address Data & Voice • Content would be based on ultimate benefit or action of the customers • Content would be focused on New Experience on the bundle benefits which trigger their future possibilities
Robi Bundle Offer (Bangladesher shera rate?) 1 month Target: Robi base customers/ C, D & E/ Psychographic spectrum, Trend: 18-30, 2cr Feature phone 55%: , Smartphone: 45% Targeted 16-20k acquisition/day 16-20k acquisition/day Creative Production: 2TVC and digital materials. Estimated cost 2 million Digital: Facebook, Instagram, YouTube, GDN, SEO, Local News portal, In app (IMO, Shareit, true caller), Local DSP and customer digital touchpoint Budget: 1.1 million Reach: 30M Frequency: 3/users Trade: Robi trade point and co branding with Robi service centers, banner, table top, poster and digital display (if negotiated) Media (TV & Radio) Views: 5 times/ 65% of the base… Repeat view will be countless Reach TV : 13.5 million, 450/per day/1 months Radio: 2/3 weeks Budget: TV - 15 million (For bundle offer of Robi we will use CTG & Dhaka affinity based channel mix, genre mix & program mix to ensure impact and efficient reach) Radio: 1.5 million Channel: RTV, B Vision, Bijoy, Anondo, Nagorik, Anondo, Mohona, Jamuna, 71, Shomoy and 5 Top tire radios. PR: 100 visible media touchpoint BTL: Outdoor – CTG & Dhaka based Digital display properties (short term) on Robi & Nagad Assets (Existing) BP in strategic locations and Human billboard
Robi Bundle Offer 1 month Communication: 2 TVC ( Each 20 Sec/internet & talk time) Bundle & Acquisition Kick Off: 15th September 2020 – 31st October 2020 Creative Production TV Radio BTL/ Ooh PR ONP Youtube Digital Platfomrs Mobile Ad ( In App) 4 TVCs on Bundle & Acquisition process 4 weeks 2/3 weeks 1. Miking 2. Robi Customer Care Branding 3. Human Billboard on Robi Hub points 4. Robi & Nagad Billboards 22 ONPs Bumper Ad ( 5 Sec for Each TVC) FB Engagement: 10ml Viber| IMO| True Call| Share it ( 8ml) Voice Over Duration-20 sec/2TVC 20 Sec/RDC 5ml Reach 5 ml reach GDN - 2ml AV Edit Avg Freq-130spot/day RJE Sound Mix Approx-Reach@1+ 50%, @3+24% 5/6 FM stations Channel-8 (tier-1, GEC, Film & News) CTG & Dhaka strength Afternoon, evening & Night show 2 million Net Budget- 26.6 million BDT 2 million BDT .5million 1.1 million
Phase Platform Reach Ad Format Geo Frequency Cap Targeting Placements Optimiza tion Est. BID $ Budget $ Budget (BDT) Est. Impression Phase 1 Facebook 36 million+ Banner All Metro & Urban Centers 2/user/day 15-55; M/F; All BD All CPM $0.300 $400.00 34,400 1,333,333 Facebook 36 million+ . Video All Metro & Urban Centers n/a 15-55; M/F; All BD All Thruplay $0.003 $2,800.00 240,800 x Google Ads 20 million+ Banner All Metro & Urban Centers 3/user/day 15-55; M/F; All BD All CPM $0.150 $800.00 68,800 5,333,333 Google Ads (Youtube) 20 million+ Video All Metro & Urban Centers 2/user/day 15-55; M/F; All BD All CPV $0.008 $2,000.00 172,000 x Phase 2 Facebook 36 million+ Banner All Metro & Urban Centers 2/user/day 15-55; M/F; All BD All CPM $0.300 $600.00 51,600 2,000,000 Facebook 36 million+ Video All Metro & Urban Centers n/a 15-55; M/F; All BD All Thruplay $0.003 $1,300.00 111,800 x Google Ads 20 million+ Banner All Metro & Urban Centers 3/user/day 15-55; M/F; All BD All CPM $0.150 $1,000.00 86,000 6,666,667 Google Ads (Youtube) 20 million+ Video All Metro & Urban Centers 2/user/day 15-55; M/F; All BD All CPV $0.008 $500.00 43,000 x Cost before ASF & VAT $9,400.00 808,400 15,333,333 Item Amount (BDT) KPI App IMO 230,000 1,257,862 impression ShareIt 150,000 1,851,852 impression 380,000 3,109,714 Digital budget breakdown
GP base Conversion (3 months) Reward needs to be fixed Target: GP base customers B, D, C/ Psychographic spectrum, Trend: 18-40, 6cr/ 25- 30k/Day acquisition Creative: Production/BA of new TVC involving GP Brand ambassadors / Mash / AJ and digital materials. Estimated cost 5.5 million Digital: Facebook, Instagram, YouTube, GDN, SEO, Local News portal, In app (IMO, Shareit, true caller), Local DSP Co hosting & Local portal Budget: 3.3 million Reach: 60 M Frequency: 3/users Trade: GP trade point and co branding with GP service centers, banner, table top, poster, digital display in Udokta points. Merchandising in PoP Media ( TV, Press, Radio – A combined estimation with thematic) Views TV: 5+ frequency: 50% to 65% of the TG TV will be major touch point aided by impact presence in Radio & press Telco Planning affinity will be adapted while media planning Approx. 20 channel will be covered Budget: 92 million PR: Opinion leaders, sponsored show, Brand present in Govt. along with regular press release BTL: Outdoor – Nationwide Digital properties (short term) Micing & Activations *Suggested reward Cara and Motorbike/ New Iphone or Samsung
GP Conversion campaign • Targeting Mass • Drive 360 degree high voltage Campaign across the Nation • Content focused on a 1. Thematic Route 2. Functional Route 1. Thematic Route a. Welcoming GP Customer with a grand way b. Plug in Nagad Brand Ambassador 2. Functional Route: a. Nagad & GP’s Brand Ambassadors collaboration
GP base Conversion (3 months) Communication: 1 TVC – 40 Seconds ( 7 days) Kick Off: 1st October 2020 – 1st December 2020 Creative Production TV Radio Press PR ONP Youtube Digital Platforms BTL / Ooh 40 seconds TVC 3 Months 4/5 weeks 5/6 insertions 1. Press Confere nce on GP launch 22 ONPs Bumper Ad FB Engagement: 20ml 1. GPC Branding 2. Miking Thanawis e 3. GP & Nagad Billboard nationwid e 4. Human Billboard GP Hub Director & Model Remuneration Duration-40 sec & 20 sec 60/30 Sec Follow up insertions-2 15ml reac h 15 ml Views Voice Over & Sound Mix Avg Freq-will be decided upon plan-spot/day RJE N/A GDN & Mobile AD Viber| IMO| True Call| Share it | My Gp App Reach : 10ml Editing Approx-Reach@1+ 74%, @5+40% 8/10 FM stations N/A Channel-18 (tier-1, GEC, Film & News) All BD N/A First month highest frequency- maintenance following 2 month N/A 5.5 million Net Budget- 60 million BDT 3 million 6 million 1million 3.3 million
Platform Obj Optimization Placement Content Budget BDT Est. Thruplay Est. Reach Est. Impression Facebook Awareness Unique Thruplay (exclude audience who watched full video) FB/Insta/Audience Network Video $1,700 BDT 187,000.00 850,000 3,400,000 8,500,000 Facebook Interest Reach with Frequency cap: 3/user FB/Insta/Audience Network Video/static $1,400 BDT 154,000.00 n/a 2,333,333 7,000,000 Youtube Awareness CPM with Frequency cap: 3/user Youtube Video $1,250 BDT 137,500.00 n/a 347,222 1,041,667 Youtube Awareness CPM with Frequency cap: 3/user Youtube Video $500 BDT 55,000.00 n/a 138,889 416,667 Youtube Awareness CPM with Frequency cap: 3/user Youtube Video $1,250 BDT 137,500.00 n/a 347,222 1,041,667 Google Awareness CPM with Frequency cap: 5/user Google Display Display ad $1,300 BDT 143,000.00 n/a 1,444,444 7,222,222 Google Awareness CPM with Frequency cap: 10/user Google Display Display ad $950 BDT 104,500.00 n/a 527,778 5,277,778 Google Awareness CPM with Frequncy cap: 10/user Google Display Display ad $1,050 BDT 115,500.00 n/a 583,333 5,833,333 Facebook Awareness Unique Thruplay (exclude audience who watched 50% of video) FB/Insta/Audience Network Video - CTA 30s $2,050 BDT 225,500.00 1,025,000 4,100,000 10,250,000 Facebook Awareness Unique Thruplay (exclude audience who watched 50% of video) FB/Insta/Audience Network Video - CTA 30s $1,600 BDT 176,000.00 800,000 3,200,000 8,000,000 Facebook Awareness Reach with Frequency cap: 1/user FB/Insta/Audience Network Static CTA $1,250 BDT 137,500.00 n/a 6,250,000 6,250,000 Facebook Interest Thruplay FB/Insta/Audience Network Video - CTA 30s/15s $700 BDT 77,000.00 175,000 2,800,000 Facebook Interest Impression with Frequency cap: 10/user FB/Insta/Audience Network Static CTA $800 BDT 88,000.00 n/a 400,000 4,000,000 Youtube Awareness Video View with Frequency Cap: 3/user Youtube Video - CTA 30s $1,600 BDT 176,000.00 160,000 Youtube Awareness Video View with Frequency Cap: 3/user Youtube Video - CTA 30s $1,200 BDT 132,000.00 120,000 Youtube Awareness Video View with Frequency Cap: 3/user Youtube Video - CTA 30s $800 BDT 88,000.00 80,000 Google Awareness CPM with Frequency cap: 6/user/day Google Display Static display $600 BDT 66,000.00 461,538 4,615,385 Google Awareness CPM with Frequency cap: 6/user/day Google Display Static display $1,000 BDT 110,000.00 769,231 7,692,308 Google Awareness CPM with Frequency cap: 6/user/day Google Display Static display $1,000 BDT 110,000.00 769,231 7,692,308 $22,000 BDT 2,420,000.00 3,210,000 25,072,222 87,633,333 Digital budget breakdown
Item Amount (BDT) KPI App IMO, Viber 690,000 3,773,586 impression ShareIt, Truecaller 450,000 16,666,667 impression 1,140,000 20,440,253 Digital budget breakdown
GP base Conversion- BTL • Bus Stop &Hangout spot BP Activation • Activate Data pack or recharge following Nagad Activation and give free one time Mask-Cover major bus stop ( Farmgate, Sincelab, Mohammadpur, Tikatuli, Jatrabari • 16 regional Hub) • Budget 30 lac
- Communication would be developed on Emotional/Tactical & Functional route with focus on customer benefit & Corona new normal lifestyle - Will Plug our Brand Ambassador to get extra millage - Each Service/ Feature will plug with extra benefit for customer - All of the contents will have price communication as a landing line Functional+ Price Campaign (Oct-Dec) Strategy: - Commercial to suggest offers for all the services and low price amount
Functional + Price communication: What is Nagad? Target: Nationwide Core TG Feature phone 55%: , Smartphone: 45% Creative: Production of new 6+ TVCs involving Mash and digital materials. Estimated cost 3 million +Mash remuneration Digital: Facebook, Instagram, YouTube, GDN, SEO, Local News portal, In app (IMO, Shareit, true caller), Local DSP Co hosting & Local portal Budget: 5 million Reach: 70M Frequency: 3/users Trade: Banner, table top, digital display, posters in Udokta points. Co-branded T-shirt (all merchants) Local Market saloon branding/merchant (Highly Recommended) All the Merchant outlet branding (recommended) Media ( V, Press, Radio – A combined estimation with GP Conversion) Views TV: 5+ frequency: 50% to 65% of the TG TV will be major touch point aided by impact presence in Radio & press 18 + TV Channels and all major national & regional press Budget: 79.5 million PR: Opinion leaders, sponsored show, Brand present in Govt. along with regular press release BTL: • Outdoor – Nationwide Digital properties (short term) • Miking & Activations. Superstore branding (Candy) • Wall & Building painting/Low cost (continued) *Establishing clear Brand Physique
Creative Production TV Radio Press PR ONP Youtube Digital Platforms BTL & OoH 60 seconds TVC 2.5 Months 4 weeks 22 ONPs Bumper Ad Facebook Engagement: 20ml 1. Outdoor – Nationwide Digital properties (short term) 2. Miking & Activations. 3.Superstore branding 4. Wall & Building painting Director & Model Remuneration Duration- 20 sec 20 Sec 15ml reach 15 ml Views Voice Over & Sound Mix Avg Freq-will be decided upon plan-spot/day RJE GDN & Mobile AD Viber| IMO| True Call| Share it | Reach : 10ml Editing Approx-Reach@1+ 85%, @5+50% 8/10 FM stations Channel-18 (tier-1, GEC, Film & News) All BD First month highest frequency- maintenance following 2 month 7.5 million Net Budget- 60 million BDT 3 million BDT 5 million Functional + Price communication- What is Nagad? Communication: 1 TVC – 20 Seconds ( 6TVC, 75 days) Kick Off: 15th October 2020 – 31st December 2020
Digital Break Down Phase Item Amount(USD) Amount (BDT) KPI Phase 01 Facebook - Video Promotion - TVC 3,000 330,000 3,000,000 views Facebook - Regular Static Post Promotion 2,200 242,000 366,667 engagement Facebook - OVC 01 Promotion 4,500 495,000 4,500,000 views Facebook - Bumpers Video Promotion 1,600 176,000 2,666,667 reach Youtube - Bumpers Video Promotion 2,500 275,000 4,166,667 impression Youtube - Instream Video Promotion 1,800 198,000 3,000,000 impression Google Display Banners 3,000 330,000 5,454,545 impression Phase 02 Facebook - Video Promotion - TVC 1,600 176,000 1,600,000 views Facebook - Regular Static Post Promotion 2,400 264,000 400,000 engagement Facebook - 01 Promotion 1,200 132,000 1,200,000 views Facebook - Bumpers Video Promotion 1,000 110,000 1,666,667 reach Youtube - Bumpers Video Promotion 2,000 220,000 3,333,333 impression Youtube - Instream Video Promotion 1,500 165,000 2,500,000 impression Google Display Banners 2,000 220,000 3,636,364 impression Total 30,300 3,333,000 37,490,909 Item Amount (BDT) KPI App IMO, Viber 920,000 5,031,448 impression ShareIt, Truecaller 600,000 29,629,630 impression 1,520,000 34,661,078
What is Nagad_ BTL Rally/Road show with Nagad branded T-Shirt-Cover 20 regional Market Nagad Mela: Nagad activation, Usage & give free merchandise – Cover 10 regional Market
BTL ( Visiblity & Activation) OOH 1. 200 Salon/ Parlor Branding with Merchant 2. Rickshaw Branding with Payment 3. Miking in Thana level Project or Campaign wise 4. MTM – Emergency Point Activation ( 24/7 – Uddokta ) 5. Train indoor branding & create TT as uddokta 6. Human Billboard activation 7. Bazar/ Hut Activation monthly 1. Mini Billboard – Thana Wise 2. Division HQ Billboard visibility 3. Divisional Entry Exit Branding 4. Toll branding & exclusive Nagad Payment 5. Building Painting 6. Ferry branding
1. RMG Activation a. Women Uddokta On board in the RMG b. Owner Benefit c. BP Activation across the garments area to distribute Leaflet 2. Bulk Bundle Purchase from MNO for Reward Campaign 1. Referral Campaign ( UDDOKTA & Customer) Benefits: 10tk on USSD | 20tk on App ( Upon first Cash In/ Transaction) 2. Click korlei 1 GB – GDN ( App Download + Install + First Transaction) 3. Bundle offer as gift only on Nagad account opening New thoughts
FY 2020-Q3 & Q4 Nagad ATL Media Projections (Sept-Oct-Nov-Dec) 2nd.September.2020 Media Communication Department-Nagad
Media Touch Point Strategy: • Campaign Timeline-TV Frequency Pulse-Budget Strategy, Campaign Calendar & Budget Media Communication Department-Nagad MFS Data Bundle-Robi GP Conversion Tactical-functional/features Total ATL Budget Required: 160.6 million BDT (Net) Over all reach of All TG: @1+ 90%, @5+ 60% Timeline Frequency Curve-TV 1st Oct 1st Dec 70% ratio 20% ratio 50% ratio 15th Oct 31st Dec 70% ratio 50% ratio 100% ratio 15th Sept 31st Oct 30% ratio 10% ratio 100% ratio Media: TV & Radio Strategy: Telco Planning & TG Affinity based Planning, plan optimized in SEC C TG (Secondary-SEC A&B) Approx. Reach: @1+ 50%, @3+24% Budget (Net): 28.6 million BDT Media: TV, Press & Radio Strategy: All TG optimized Plan, Impact reach based Planning Approx. Reach: @1+ 74%, @5+ 40% Budget (Net): 69 million BDT Media: TV & Radio Strategy: All TG optimized Plan, Impact reach based Planning Approx. Reach: @1+ 85%, @5+ 50% Budget (Net): 63 million BDT
Robi-Airtel Bundle Offer: Campaign Feature Phone User 55% Smart Phone User 45% SEC Segmentation: Income level Basis SEC D SEC E Feature Phone user SEC C SEC A SEC B SEC A++ SEC C+ Smart Phone user Total 85% Media Consumption TG Total 15% Media Consumption TG Students of SEC A & B, Heavy user of Data & TK in low ticket size. Digital Savvy TG, TV, Radio Online portal, TV, Press, Netflix, YouTube, etc Strong TV penetration, Radio, etc Campaign: Robi Airtel Bundle Offer TVC Duration: 20 sec- (Two TVCs) Period: 15th Sept to 31st Oct (45 days approx.) Cash in Segment- Core-SEC C (Secondary- Sec A & B) Male (Husband/Son) Father (Household Senior) Mother (Household Senior) Wife Media Touch Points TV: Afternoon News, Prime News, Films in Rural TV: Peak news in Tier-1 channels, Talk shows, Foreign serials & films TV: Films, Drama, Indian Serials TV: Films, Drama, Indian Serials Radio: Afternoon & Late-night Shows TV Plan: Strategy-Telco Planning & TG Affinity based Planning, plan optimized in SEC C & C+ TG (Secondary-SEC A&B Channel Mix- Total 8/10 channels. (tier-1, GEC, Film & News). CTG & Dhaka affinity based channel selection Budget: 26.6 million BDT (Net) Approx. reach: @1+ 50%, @3+24% Radio Plan: Strategy- 95% Listenership through mobile phone. Effective spot placement during high listenership zone. Higher frequency to generate high recall. Station Mix- Ctg, Dhaka & Nation wide fm stations (5/7 stations)- 3 weeks- RDC & RJ endorsement. Budget: 2 million BDT (Net) Total Budget: 28.6 million BDT (Net)
GP Conversion & Tactical: Campaign Campaign: GP Conversion TVC Duration: 40 sec, 20 Sec (cut) & 10 sec (cut) RDC, RJE & Press insertions Period: 1st Oct to 1st Dec (60 days approx.) • 15+ years All SEC, • 25% to 28% local channel share • Strong viewership in News channel and follow on to GEC channels • Afternoon News, Prime Time News, Films, Drama Serials & Foreign Dubbed serials generates Maximum Viewership Life Style SME & Youth Mass SEC-A SEC-B SEC-C SEC-D & E Campaign: Nagad Tactical-functional/features TVC Duration: 20 Sec ( Six TVCs) RDC & RJE Period: 15th Oct to 31st Dec (75 days approx.) TV Plan: • Strategy-TG Affinity based Planning, Frequency Buildup and impact spot placement. Channel switching mode-Fortnightly. • Channel Mix- Total 16/20 channels. (tier-1, GEC, Film & News). • Budget: 60 million BDT (Net) Approx. reach: @1+ 74%, @5+40% Radio Plan: • Strategy- High listenership zone spot placement with strong frequency with a balance of RDC & RJ endorsement. • Stations Mix- Total 8/12 stations for 3/4 weeks • Budget: 3 million BDT (Net) Press Plan: • Strategy- Strong Mix of Household & office delivered Newspapers • Budget: 6 million BDT (Net)- 8/10 insertions Total ATL Budget: 69 million BDT (Net) TV Plan: • Strategy- Frequency Buildup and impact spot placement. TVC will be placed as per the TG Affinity- in 3 layers- Lifestyle, SME/youth & Mass. Genre will be customized accordingly • Channel Mix- Total 15/18 channels. (tier-1, GEC, Film & News). • Budget: 60 million BDT (Net) Approx. reach: @1+ 85%, @5+50% Radio Plan: • Strategy- High listenership zone spot placement with strong frequency w a balance of RDC & RJ endorsement. • Stations Mix- Total 6/10 stations for 3/4 weeks • Budget: 3 million BDT (Net) Total ATL Budget: 63 million BDT (Net)
Highly Recommended Market Research service for TOMA & Brand Equity/Post AD .15 million/ month (continued costing)All Segment sample size 600 After 4 months Targeted TOMA 3 Approx. Budget Robi - Airtel Conversion GP Conversion Functional Other Total Creative 2 5.5 3 10.5 ATL 28.6 69 63 160.6 Digital 1.1 3.3 5 9.4 BTL 10 20 10 40 PR .5 0 OOH 15 15 Grand Total 235.5 Budget
Thank You

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BKash Marketing Plan 03.pptx

  • 2.
    • 6 LakhsActive Customer • TOMA 3 (by End December 2020) Target
  • 3.
    Establishing What & WhyNagad? Massive acquisition Total Estimated Budget 272 Million Core focus Core objective Core Purpose Increase consumer Transaction STEP 4 Corona situation STEP 3 Functional / price STEP 2 GP Base Conversion STEP 1 Launch Robi Bundle Marketing Journey – Dec 31 2020
  • 4.
    GP & Robi-AirtelDemography Feature Phone User 55% Smart Phone User 45% SEC Segmentation: Income level Basis SEC D SEC E Feature Phone user SEC C SEC A SEC B SEC A++ SEC C+ Smart Phone user Total 85% Media Consumption TG Total 15% Media Consumption TG Students of SEC A B C Heavy user of Data & TK in low ticket size. Digital Savvy TG, TV, Radio Online portal, TV, Press, Netflix, YouTube, etc. Strong TV penetration, Radio, etc.
  • 5.
    Robi Bundle OfferCampaign Strategy: • Targeting Value seeking youth ( Age group 18-26) • Mostly SEC – B, C, D • Create content to address Data & Voice • Content would be based on ultimate benefit or action of the customers • Content would be focused on New Experience on the bundle benefits which trigger their future possibilities
  • 6.
    Robi Bundle Offer(Bangladesher shera rate?) 1 month Target: Robi base customers/ C, D & E/ Psychographic spectrum, Trend: 18-30, 2cr Feature phone 55%: , Smartphone: 45% Targeted 16-20k acquisition/day 16-20k acquisition/day Creative Production: 2TVC and digital materials. Estimated cost 2 million Digital: Facebook, Instagram, YouTube, GDN, SEO, Local News portal, In app (IMO, Shareit, true caller), Local DSP and customer digital touchpoint Budget: 1.1 million Reach: 30M Frequency: 3/users Trade: Robi trade point and co branding with Robi service centers, banner, table top, poster and digital display (if negotiated) Media (TV & Radio) Views: 5 times/ 65% of the base… Repeat view will be countless Reach TV : 13.5 million, 450/per day/1 months Radio: 2/3 weeks Budget: TV - 15 million (For bundle offer of Robi we will use CTG & Dhaka affinity based channel mix, genre mix & program mix to ensure impact and efficient reach) Radio: 1.5 million Channel: RTV, B Vision, Bijoy, Anondo, Nagorik, Anondo, Mohona, Jamuna, 71, Shomoy and 5 Top tire radios. PR: 100 visible media touchpoint BTL: Outdoor – CTG & Dhaka based Digital display properties (short term) on Robi & Nagad Assets (Existing) BP in strategic locations and Human billboard
  • 7.
    Robi Bundle Offer1 month Communication: 2 TVC ( Each 20 Sec/internet & talk time) Bundle & Acquisition Kick Off: 15th September 2020 – 31st October 2020 Creative Production TV Radio BTL/ Ooh PR ONP Youtube Digital Platfomrs Mobile Ad ( In App) 4 TVCs on Bundle & Acquisition process 4 weeks 2/3 weeks 1. Miking 2. Robi Customer Care Branding 3. Human Billboard on Robi Hub points 4. Robi & Nagad Billboards 22 ONPs Bumper Ad ( 5 Sec for Each TVC) FB Engagement: 10ml Viber| IMO| True Call| Share it ( 8ml) Voice Over Duration-20 sec/2TVC 20 Sec/RDC 5ml Reach 5 ml reach GDN - 2ml AV Edit Avg Freq-130spot/day RJE Sound Mix Approx-Reach@1+ 50%, @3+24% 5/6 FM stations Channel-8 (tier-1, GEC, Film & News) CTG & Dhaka strength Afternoon, evening & Night show 2 million Net Budget- 26.6 million BDT 2 million BDT .5million 1.1 million
  • 8.
    Phase Platform ReachAd Format Geo Frequency Cap Targeting Placements Optimiza tion Est. BID $ Budget $ Budget (BDT) Est. Impression Phase 1 Facebook 36 million+ Banner All Metro & Urban Centers 2/user/day 15-55; M/F; All BD All CPM $0.300 $400.00 34,400 1,333,333 Facebook 36 million+ . Video All Metro & Urban Centers n/a 15-55; M/F; All BD All Thruplay $0.003 $2,800.00 240,800 x Google Ads 20 million+ Banner All Metro & Urban Centers 3/user/day 15-55; M/F; All BD All CPM $0.150 $800.00 68,800 5,333,333 Google Ads (Youtube) 20 million+ Video All Metro & Urban Centers 2/user/day 15-55; M/F; All BD All CPV $0.008 $2,000.00 172,000 x Phase 2 Facebook 36 million+ Banner All Metro & Urban Centers 2/user/day 15-55; M/F; All BD All CPM $0.300 $600.00 51,600 2,000,000 Facebook 36 million+ Video All Metro & Urban Centers n/a 15-55; M/F; All BD All Thruplay $0.003 $1,300.00 111,800 x Google Ads 20 million+ Banner All Metro & Urban Centers 3/user/day 15-55; M/F; All BD All CPM $0.150 $1,000.00 86,000 6,666,667 Google Ads (Youtube) 20 million+ Video All Metro & Urban Centers 2/user/day 15-55; M/F; All BD All CPV $0.008 $500.00 43,000 x Cost before ASF & VAT $9,400.00 808,400 15,333,333 Item Amount (BDT) KPI App IMO 230,000 1,257,862 impression ShareIt 150,000 1,851,852 impression 380,000 3,109,714 Digital budget breakdown
  • 9.
    GP base Conversion(3 months) Reward needs to be fixed Target: GP base customers B, D, C/ Psychographic spectrum, Trend: 18-40, 6cr/ 25- 30k/Day acquisition Creative: Production/BA of new TVC involving GP Brand ambassadors / Mash / AJ and digital materials. Estimated cost 5.5 million Digital: Facebook, Instagram, YouTube, GDN, SEO, Local News portal, In app (IMO, Shareit, true caller), Local DSP Co hosting & Local portal Budget: 3.3 million Reach: 60 M Frequency: 3/users Trade: GP trade point and co branding with GP service centers, banner, table top, poster, digital display in Udokta points. Merchandising in PoP Media ( TV, Press, Radio – A combined estimation with thematic) Views TV: 5+ frequency: 50% to 65% of the TG TV will be major touch point aided by impact presence in Radio & press Telco Planning affinity will be adapted while media planning Approx. 20 channel will be covered Budget: 92 million PR: Opinion leaders, sponsored show, Brand present in Govt. along with regular press release BTL: Outdoor – Nationwide Digital properties (short term) Micing & Activations *Suggested reward Cara and Motorbike/ New Iphone or Samsung
  • 10.
    GP Conversion campaign •Targeting Mass • Drive 360 degree high voltage Campaign across the Nation • Content focused on a 1. Thematic Route 2. Functional Route 1. Thematic Route a. Welcoming GP Customer with a grand way b. Plug in Nagad Brand Ambassador 2. Functional Route: a. Nagad & GP’s Brand Ambassadors collaboration
  • 11.
    GP base Conversion(3 months) Communication: 1 TVC – 40 Seconds ( 7 days) Kick Off: 1st October 2020 – 1st December 2020 Creative Production TV Radio Press PR ONP Youtube Digital Platforms BTL / Ooh 40 seconds TVC 3 Months 4/5 weeks 5/6 insertions 1. Press Confere nce on GP launch 22 ONPs Bumper Ad FB Engagement: 20ml 1. GPC Branding 2. Miking Thanawis e 3. GP & Nagad Billboard nationwid e 4. Human Billboard GP Hub Director & Model Remuneration Duration-40 sec & 20 sec 60/30 Sec Follow up insertions-2 15ml reac h 15 ml Views Voice Over & Sound Mix Avg Freq-will be decided upon plan-spot/day RJE N/A GDN & Mobile AD Viber| IMO| True Call| Share it | My Gp App Reach : 10ml Editing Approx-Reach@1+ 74%, @5+40% 8/10 FM stations N/A Channel-18 (tier-1, GEC, Film & News) All BD N/A First month highest frequency- maintenance following 2 month N/A 5.5 million Net Budget- 60 million BDT 3 million 6 million 1million 3.3 million
  • 12.
    Platform Obj OptimizationPlacement Content Budget BDT Est. Thruplay Est. Reach Est. Impression Facebook Awareness Unique Thruplay (exclude audience who watched full video) FB/Insta/Audience Network Video $1,700 BDT 187,000.00 850,000 3,400,000 8,500,000 Facebook Interest Reach with Frequency cap: 3/user FB/Insta/Audience Network Video/static $1,400 BDT 154,000.00 n/a 2,333,333 7,000,000 Youtube Awareness CPM with Frequency cap: 3/user Youtube Video $1,250 BDT 137,500.00 n/a 347,222 1,041,667 Youtube Awareness CPM with Frequency cap: 3/user Youtube Video $500 BDT 55,000.00 n/a 138,889 416,667 Youtube Awareness CPM with Frequency cap: 3/user Youtube Video $1,250 BDT 137,500.00 n/a 347,222 1,041,667 Google Awareness CPM with Frequency cap: 5/user Google Display Display ad $1,300 BDT 143,000.00 n/a 1,444,444 7,222,222 Google Awareness CPM with Frequency cap: 10/user Google Display Display ad $950 BDT 104,500.00 n/a 527,778 5,277,778 Google Awareness CPM with Frequncy cap: 10/user Google Display Display ad $1,050 BDT 115,500.00 n/a 583,333 5,833,333 Facebook Awareness Unique Thruplay (exclude audience who watched 50% of video) FB/Insta/Audience Network Video - CTA 30s $2,050 BDT 225,500.00 1,025,000 4,100,000 10,250,000 Facebook Awareness Unique Thruplay (exclude audience who watched 50% of video) FB/Insta/Audience Network Video - CTA 30s $1,600 BDT 176,000.00 800,000 3,200,000 8,000,000 Facebook Awareness Reach with Frequency cap: 1/user FB/Insta/Audience Network Static CTA $1,250 BDT 137,500.00 n/a 6,250,000 6,250,000 Facebook Interest Thruplay FB/Insta/Audience Network Video - CTA 30s/15s $700 BDT 77,000.00 175,000 2,800,000 Facebook Interest Impression with Frequency cap: 10/user FB/Insta/Audience Network Static CTA $800 BDT 88,000.00 n/a 400,000 4,000,000 Youtube Awareness Video View with Frequency Cap: 3/user Youtube Video - CTA 30s $1,600 BDT 176,000.00 160,000 Youtube Awareness Video View with Frequency Cap: 3/user Youtube Video - CTA 30s $1,200 BDT 132,000.00 120,000 Youtube Awareness Video View with Frequency Cap: 3/user Youtube Video - CTA 30s $800 BDT 88,000.00 80,000 Google Awareness CPM with Frequency cap: 6/user/day Google Display Static display $600 BDT 66,000.00 461,538 4,615,385 Google Awareness CPM with Frequency cap: 6/user/day Google Display Static display $1,000 BDT 110,000.00 769,231 7,692,308 Google Awareness CPM with Frequency cap: 6/user/day Google Display Static display $1,000 BDT 110,000.00 769,231 7,692,308 $22,000 BDT 2,420,000.00 3,210,000 25,072,222 87,633,333 Digital budget breakdown
  • 13.
    Item Amount (BDT)KPI App IMO, Viber 690,000 3,773,586 impression ShareIt, Truecaller 450,000 16,666,667 impression 1,140,000 20,440,253 Digital budget breakdown
  • 14.
    GP base Conversion-BTL • Bus Stop &Hangout spot BP Activation • Activate Data pack or recharge following Nagad Activation and give free one time Mask-Cover major bus stop ( Farmgate, Sincelab, Mohammadpur, Tikatuli, Jatrabari • 16 regional Hub) • Budget 30 lac
  • 15.
    - Communication wouldbe developed on Emotional/Tactical & Functional route with focus on customer benefit & Corona new normal lifestyle - Will Plug our Brand Ambassador to get extra millage - Each Service/ Feature will plug with extra benefit for customer - All of the contents will have price communication as a landing line Functional+ Price Campaign (Oct-Dec) Strategy: - Commercial to suggest offers for all the services and low price amount
  • 17.
    Functional + Pricecommunication: What is Nagad? Target: Nationwide Core TG Feature phone 55%: , Smartphone: 45% Creative: Production of new 6+ TVCs involving Mash and digital materials. Estimated cost 3 million +Mash remuneration Digital: Facebook, Instagram, YouTube, GDN, SEO, Local News portal, In app (IMO, Shareit, true caller), Local DSP Co hosting & Local portal Budget: 5 million Reach: 70M Frequency: 3/users Trade: Banner, table top, digital display, posters in Udokta points. Co-branded T-shirt (all merchants) Local Market saloon branding/merchant (Highly Recommended) All the Merchant outlet branding (recommended) Media ( V, Press, Radio – A combined estimation with GP Conversion) Views TV: 5+ frequency: 50% to 65% of the TG TV will be major touch point aided by impact presence in Radio & press 18 + TV Channels and all major national & regional press Budget: 79.5 million PR: Opinion leaders, sponsored show, Brand present in Govt. along with regular press release BTL: • Outdoor – Nationwide Digital properties (short term) • Miking & Activations. Superstore branding (Candy) • Wall & Building painting/Low cost (continued) *Establishing clear Brand Physique
  • 18.
    Creative Production TVRadio Press PR ONP Youtube Digital Platforms BTL & OoH 60 seconds TVC 2.5 Months 4 weeks 22 ONPs Bumper Ad Facebook Engagement: 20ml 1. Outdoor – Nationwide Digital properties (short term) 2. Miking & Activations. 3.Superstore branding 4. Wall & Building painting Director & Model Remuneration Duration- 20 sec 20 Sec 15ml reach 15 ml Views Voice Over & Sound Mix Avg Freq-will be decided upon plan-spot/day RJE GDN & Mobile AD Viber| IMO| True Call| Share it | Reach : 10ml Editing Approx-Reach@1+ 85%, @5+50% 8/10 FM stations Channel-18 (tier-1, GEC, Film & News) All BD First month highest frequency- maintenance following 2 month 7.5 million Net Budget- 60 million BDT 3 million BDT 5 million Functional + Price communication- What is Nagad? Communication: 1 TVC – 20 Seconds ( 6TVC, 75 days) Kick Off: 15th October 2020 – 31st December 2020
  • 19.
    Digital Break Down PhaseItem Amount(USD) Amount (BDT) KPI Phase 01 Facebook - Video Promotion - TVC 3,000 330,000 3,000,000 views Facebook - Regular Static Post Promotion 2,200 242,000 366,667 engagement Facebook - OVC 01 Promotion 4,500 495,000 4,500,000 views Facebook - Bumpers Video Promotion 1,600 176,000 2,666,667 reach Youtube - Bumpers Video Promotion 2,500 275,000 4,166,667 impression Youtube - Instream Video Promotion 1,800 198,000 3,000,000 impression Google Display Banners 3,000 330,000 5,454,545 impression Phase 02 Facebook - Video Promotion - TVC 1,600 176,000 1,600,000 views Facebook - Regular Static Post Promotion 2,400 264,000 400,000 engagement Facebook - 01 Promotion 1,200 132,000 1,200,000 views Facebook - Bumpers Video Promotion 1,000 110,000 1,666,667 reach Youtube - Bumpers Video Promotion 2,000 220,000 3,333,333 impression Youtube - Instream Video Promotion 1,500 165,000 2,500,000 impression Google Display Banners 2,000 220,000 3,636,364 impression Total 30,300 3,333,000 37,490,909 Item Amount (BDT) KPI App IMO, Viber 920,000 5,031,448 impression ShareIt, Truecaller 600,000 29,629,630 impression 1,520,000 34,661,078
  • 20.
    What is Nagad_BTL Rally/Road show with Nagad branded T-Shirt-Cover 20 regional Market Nagad Mela: Nagad activation, Usage & give free merchandise – Cover 10 regional Market
  • 21.
    BTL ( Visiblity& Activation) OOH 1. 200 Salon/ Parlor Branding with Merchant 2. Rickshaw Branding with Payment 3. Miking in Thana level Project or Campaign wise 4. MTM – Emergency Point Activation ( 24/7 – Uddokta ) 5. Train indoor branding & create TT as uddokta 6. Human Billboard activation 7. Bazar/ Hut Activation monthly 1. Mini Billboard – Thana Wise 2. Division HQ Billboard visibility 3. Divisional Entry Exit Branding 4. Toll branding & exclusive Nagad Payment 5. Building Painting 6. Ferry branding
  • 22.
    1. RMG Activation a.Women Uddokta On board in the RMG b. Owner Benefit c. BP Activation across the garments area to distribute Leaflet 2. Bulk Bundle Purchase from MNO for Reward Campaign 1. Referral Campaign ( UDDOKTA & Customer) Benefits: 10tk on USSD | 20tk on App ( Upon first Cash In/ Transaction) 2. Click korlei 1 GB – GDN ( App Download + Install + First Transaction) 3. Bundle offer as gift only on Nagad account opening New thoughts
  • 23.
    FY 2020-Q3 &Q4 Nagad ATL Media Projections (Sept-Oct-Nov-Dec) 2nd.September.2020 Media Communication Department-Nagad
  • 24.
    Media Touch PointStrategy: • Campaign Timeline-TV Frequency Pulse-Budget Strategy, Campaign Calendar & Budget Media Communication Department-Nagad MFS Data Bundle-Robi GP Conversion Tactical-functional/features Total ATL Budget Required: 160.6 million BDT (Net) Over all reach of All TG: @1+ 90%, @5+ 60% Timeline Frequency Curve-TV 1st Oct 1st Dec 70% ratio 20% ratio 50% ratio 15th Oct 31st Dec 70% ratio 50% ratio 100% ratio 15th Sept 31st Oct 30% ratio 10% ratio 100% ratio Media: TV & Radio Strategy: Telco Planning & TG Affinity based Planning, plan optimized in SEC C TG (Secondary-SEC A&B) Approx. Reach: @1+ 50%, @3+24% Budget (Net): 28.6 million BDT Media: TV, Press & Radio Strategy: All TG optimized Plan, Impact reach based Planning Approx. Reach: @1+ 74%, @5+ 40% Budget (Net): 69 million BDT Media: TV & Radio Strategy: All TG optimized Plan, Impact reach based Planning Approx. Reach: @1+ 85%, @5+ 50% Budget (Net): 63 million BDT
  • 25.
    Robi-Airtel Bundle Offer:Campaign Feature Phone User 55% Smart Phone User 45% SEC Segmentation: Income level Basis SEC D SEC E Feature Phone user SEC C SEC A SEC B SEC A++ SEC C+ Smart Phone user Total 85% Media Consumption TG Total 15% Media Consumption TG Students of SEC A & B, Heavy user of Data & TK in low ticket size. Digital Savvy TG, TV, Radio Online portal, TV, Press, Netflix, YouTube, etc Strong TV penetration, Radio, etc Campaign: Robi Airtel Bundle Offer TVC Duration: 20 sec- (Two TVCs) Period: 15th Sept to 31st Oct (45 days approx.) Cash in Segment- Core-SEC C (Secondary- Sec A & B) Male (Husband/Son) Father (Household Senior) Mother (Household Senior) Wife Media Touch Points TV: Afternoon News, Prime News, Films in Rural TV: Peak news in Tier-1 channels, Talk shows, Foreign serials & films TV: Films, Drama, Indian Serials TV: Films, Drama, Indian Serials Radio: Afternoon & Late-night Shows TV Plan: Strategy-Telco Planning & TG Affinity based Planning, plan optimized in SEC C & C+ TG (Secondary-SEC A&B Channel Mix- Total 8/10 channels. (tier-1, GEC, Film & News). CTG & Dhaka affinity based channel selection Budget: 26.6 million BDT (Net) Approx. reach: @1+ 50%, @3+24% Radio Plan: Strategy- 95% Listenership through mobile phone. Effective spot placement during high listenership zone. Higher frequency to generate high recall. Station Mix- Ctg, Dhaka & Nation wide fm stations (5/7 stations)- 3 weeks- RDC & RJ endorsement. Budget: 2 million BDT (Net) Total Budget: 28.6 million BDT (Net)
  • 26.
    GP Conversion &Tactical: Campaign Campaign: GP Conversion TVC Duration: 40 sec, 20 Sec (cut) & 10 sec (cut) RDC, RJE & Press insertions Period: 1st Oct to 1st Dec (60 days approx.) • 15+ years All SEC, • 25% to 28% local channel share • Strong viewership in News channel and follow on to GEC channels • Afternoon News, Prime Time News, Films, Drama Serials & Foreign Dubbed serials generates Maximum Viewership Life Style SME & Youth Mass SEC-A SEC-B SEC-C SEC-D & E Campaign: Nagad Tactical-functional/features TVC Duration: 20 Sec ( Six TVCs) RDC & RJE Period: 15th Oct to 31st Dec (75 days approx.) TV Plan: • Strategy-TG Affinity based Planning, Frequency Buildup and impact spot placement. Channel switching mode-Fortnightly. • Channel Mix- Total 16/20 channels. (tier-1, GEC, Film & News). • Budget: 60 million BDT (Net) Approx. reach: @1+ 74%, @5+40% Radio Plan: • Strategy- High listenership zone spot placement with strong frequency with a balance of RDC & RJ endorsement. • Stations Mix- Total 8/12 stations for 3/4 weeks • Budget: 3 million BDT (Net) Press Plan: • Strategy- Strong Mix of Household & office delivered Newspapers • Budget: 6 million BDT (Net)- 8/10 insertions Total ATL Budget: 69 million BDT (Net) TV Plan: • Strategy- Frequency Buildup and impact spot placement. TVC will be placed as per the TG Affinity- in 3 layers- Lifestyle, SME/youth & Mass. Genre will be customized accordingly • Channel Mix- Total 15/18 channels. (tier-1, GEC, Film & News). • Budget: 60 million BDT (Net) Approx. reach: @1+ 85%, @5+50% Radio Plan: • Strategy- High listenership zone spot placement with strong frequency w a balance of RDC & RJ endorsement. • Stations Mix- Total 6/10 stations for 3/4 weeks • Budget: 3 million BDT (Net) Total ATL Budget: 63 million BDT (Net)
  • 27.
    Highly Recommended MarketResearch service for TOMA & Brand Equity/Post AD .15 million/ month (continued costing)All Segment sample size 600 After 4 months Targeted TOMA 3 Approx. Budget Robi - Airtel Conversion GP Conversion Functional Other Total Creative 2 5.5 3 10.5 ATL 28.6 69 63 160.6 Digital 1.1 3.3 5 9.4 BTL 10 20 10 40 PR .5 0 OOH 15 15 Grand Total 235.5 Budget
  • 28.