This is Jazz's Activation Strategy of 2016

1. Jazz Activation Strategy
Winning the Battle on Ground

2. ACTIVATION
INDUSTRY

3. 0
100
200
300
400
500
600
700
800
900
Note: Values mentioned above are in PKR millions
We estimate that the
total annual activation
spend is 6.7 billion
PKR

4. Branding is a promise that
companies make to the
consumers & Reputation is
the credibility of these
promises
In the competitive Telecom landscape, companies
have explored several avenues to make compelling
promises to the consumers, in order to build equity
and generate sales
Over the years, brands have realized the importance of creating 360 degree
campaigns to connect with the consumers online as well as offline
The award-winning Happiness Machine is
an excellent example of delivering on the
core brand objective of connecting with
the consumers both directly & indirectly
EVOLVE OR PERISH
We, as a brand need to be everywhere our
consumer is to be able to be among the top of
the mind brands
Also, brand activations need not be measured in
terms of sales. Rather, they should be viewed as a
way to generate awareness and visibility through
cultivating real life engagement experiences with

5. CORPORATE

6. TARGET AUDIENCE
INDIVIDUALS WHO ASPIRE TO
SUCCEED,
COMING FROM DIFFERENT WALKS OF
LIFE
TECH
SAVVY
ON-THE-
GO
ALWAYS
CONNECTED

7. WHAT THEY DO
They are entertainment
enthusiasts and internet addicts.
They love sports & music and want
to socialize, be unique and need
special treatment
WHERE ARE THEY
HOME
RECREATIONAL ARENAS
CAFÉS
CINEMAS & MALLS
EVENTS
UNIVERSITIES
WHERE ARE WE
INTERCEPTING THEM
HOME
RECREATIONAL ARENAS
CAFÉS
CINEMAS & MALLS
EVENTS
UNIVERSITIES

8. The URBAN HIGH ARPU CUSTOMER Is Not Easy To Find And Intercept.
We Have To Find OPPORTUNE MOMENTS In Their Day When They Are In The Right
Frame Of Mind To Engage With Us

9. THEATR
E
EMPOWERED BY
Stage plays have become a popular
medium of entertainment in urban cities.
Jazz would make use of this platform to
be where the TG is, and partner with the
organizers of such plays and
performances

10. Brand presence will be subtly
incorporated in the content of the show.
Key customers of Jazz will be invited and
given various benefits like free passes &
VIP seats Consumers will also be engaged
through different activities,
winners of which will be rewarded
with prizes & free talk time

11. CASE STUDIES

12. SMART
LOUNGE Samsung Smart Lounge is created at IFA, the world’s leading
trade show for consumer electronics & home appliances, in
Berlin.
Samsung Smart Lounge is a space opened to media personnel including
reporters, IT bloggers, and photographers, offering a convenient
environment for resting, getting refreshed, and generating and organizing
ideas for their articles in a calm atmosphere.
The Samsung team also engages visitors with various events & giveaways

13. TouchSmart Kiosk at Airports & Clubs
for Hands-on Consumer Experience

14. THE OTHER
URBAN
CONSUMER
Low in resources, high in constraints –
Men make telecom purchase decision
For them, life is tough.
The only free time they get during their
hectic day is in the…

15. Evenings

16. We want to intercept & lightly entertain
our consumer in his evenings at places
where he would generally be spotted
FOOD
STREETS
NEIGHBORH
OODS
PARKS
Our setups don’t need to be big - the idea
is to leave a smile on the consumer’s face
& maybe get them to convert to Jazz

17. WHATSAPP COMPETITIONS
A special group for this activity will be
created on WHATSAPP. Consumers will
be invited to join the group, take a
picture of themselves and post it on the
group.
The first person to post will win himself
free talktime
LIVE STATUES
Live statues will be
taken to different
places and these will
perform special acts
exclusively for Jazz
users
FREE MEALS
Consumers can be
treated with free
meals from
selected outlets, on
getting recharge
on their Jazz
numbers
LIVE MUSIC
Jazz users can
listen to live music
through Jazz 3G
connection &
lighten up their
gatherings
HOW?

18. NEED FOR SPEED

19. CRICKET IS THE SECOND RELIGION & THE ULTIMATE UNIFYING
FORCE OF THE NATION, WITH FAST BOWLING AS ITS DEFINING
ASPECT
IMRAN KHAN, WHO WAS THE PIONEER OF TEAR-AWAY FAST
BOWLING IN PAKISTAN, WILL BE REVIVING THE TRADITION
THROUGH UNEARTHING OF NEW TALENT FROM ACROSS THE
COUNTRY
SPEED TRIALS WILL BE HELD AT XXX DIFFERENT LOCATIONS IN THE
COUNTRY, FOR THE YOUNGSTERS, WHICH WILL BE INVIGILATED AND
SUPERVISED BY RENOWNED FAST BOWLERS AND FIRST CLASS
CRICKETERS
THE INTERNATIONALLY RECOGNOZED AND
ACCREDITED SPEED MEASURING BUSHNELL GUNS
WILL BE INSTALLED AT ALL VENUES
A SELECT POOL OF FASTEST BOWLERS,
AS CHOSEN BY THE EXPERTS, FROM ALL
THE CENTERS SHALL BE ASSEMBLED IN
LAHORE, TO BE ADJUDGED BY IMRAN
KHAN HIMSELF
THE WINNERS OF THIS COMPETITION, AS JUDGED BY Aqib
Javed, SHALL BE OFFERED TALENT SCHOLARSHIPS, JOB
OPPORTUNITIES & EXPOSURE TO DOMESTIC CIRCUIT

20. TAKING OVER THE NATION WITH THE
POWER OF 3G

21. ENHANCE THE 3G EXPERIENCE
OF THE MALL VISITOR
The cheapest way to enhance the experience of Jazz consumers is to triple the
signals at the malls at all urban centers.
No matter what percentage of consumers are Jazz users at one given point of time,
with such enhanced experience to use their favorite apps, they will shine among all
the other users ,generating positive word of mouth

22. EXPERIENCE
RECONNECTINGWITHTHECONSUMERS
For campaign months
3G experiential
booths would be
installed at malls,
schools & colleges
Cell phones & iPads
will be made available
for the TG for first
hand experience
Consumers can
stream videos,
download music, use
Jazz apps and browse
the internet

23. A COMPETITION FOR THE FASTEST UPLOADERS
FACE
OFF
Consumers can get the ultimate Jazz 3G experience by doing
what they love to do – upload pictures on social media!
A team of two players will be invited for a face off where they
will be challenged to capture the picture of each other and
post it live on our Jazz FB PAGE.
The FASTEST uploader will win the competition and will be
rewarded with free talktime!

24. Rural

25. TARGET AUDIENCE
Strivers &
resilient
in nature
Work hard to
fulfill not only
their
responsibilities
but their own
life goals
Fun loving
and find
pleasure in
simple
activities

26. WHAT THEY DO
They love movies & music,
participate in traditional
activities & enjoy
seasonal and yearly MELAS
WHERE ARE THEY
HOME
TOWN
GATHERINGS STREETS
SMALL
EATING
JOINTS
EVENTS

27. e enabler of joy

28. Delivering the message of Jazz

29. STREET THEATRES
Second Leg of BKB
TAKING the Initiatives in
PLATFORMS

30. Street theatres will
again be the center of
our engagement, and
will also be leveraged
through mobile channel
for smaller audience
Large scale MELAS will be tapped in different
rural clusters where we will take our theatrical
performances, integrating the brand in the
content
of local folk tales

31. Jazz to Take initiatives in Rural Brand Activations
Revisiting the BKB CRAZE with
a new story which will be build around digital needs
of the TG
 Targeting the Rural Deep pockets
 Establishing The BRAND JAZZ among Rural TG
 Giving Rural people A new Digital Experience
Through Tablets, Internet and Live streaming
 Giving TG a digital Awareness Through JAZZ Rural
Activations

32. Moving on with the Integration from
various prespectives

33. Encouraging the 360 Degree Digital
Approach For JAZZ with Integrated
Elements of
Social Media
(MOST INFLUENTIAL TOOL)
Video Marketing Content Curation
Design Strategy Bloggers Marketing
Programmatic Buying
Online Led Off Marketing Content Management
Emails
Using the latest above Integrated Touch Points That compensate for the changes in the Target Audience behavior over time

34. MOST IMPORTANTLY
Using the Social Media Integration in Each Brand Activation for JAZZ

35. Taking the digital Integration in each Approach
 Use digital platforms as a support to increase offline sales
 Use digital platforms to compliment on-ground activation
 Use digital platform to engage the audience about the brand
 Use a certain component of digital marketing and take the rest in stride that is step by step

37. Integrating the Vision of Jazz with its Activations:
With Jazz’s VISION ‘Standing firm on its resolve to bring about a digital revolution in Pakistan, it intends to be
a proponent in making each Pakistani a digital citizen by providing innovative products and solutions’, we aim
to integrate each its Brand activation with more DIGITALIZED and INNVOVATIVE experience

38. CHALLENGE:
Coca-Cola needed to create a new integrated brand activation campaign, including
packaging design, in-store, out of home and brand experience events, that brought
their new brand message 'Making the Impossible Possible' to life and aligned it with
the new TV ad.
SOLUTION:
An integrated brand activation campaign that connected all the dots between out of
home, in-store, online and TV. The Coke Zero product makes the impossible possible
everyday by giving people that great coke taste with NO sugar! The campaign
needed to focus on the simple idea of making the impossible possible in simple
everyday scenarios to reinforce the product claim.
RESULTS:
Coke managed to successfully connect with the core consumers (18 year old skaters)
and the core shoppers (mums) in a way that helped drive brand awareness and
engagement whilst increasing sales
Case Study Reference:
Coke Zero: Integrated Brand
Activation

39. Taking the Integration from
Collaborative Perspective

40. Case Study (Integration: Co-Branding Partnership)

41. BMW& LouisVuitton:TheArtof Travel
Car manufacturer BMW and designer Louis Vuitton may not be the most obvious of
pairings. But if you think about it, they have a few important things in common. If you
focus on Louis Vuitton's signature luggage lines, they're both in the business of
travel. They both value luxury. And finally, they're both well-known, traditional brands
that are known for high-quality craftsmanship.
These shared values are exactly why this co-branding campaign makes so much sense.
In their Integrated partnership, BMW created a sports car model called the BMW i8,
while Louis Vuitton designed an exclusive, four-piece set of suitcases and bags that fit
perfectly into the car's rear parcel shelf.
"This collaboration with BMW shared
values of creativity, technological
innovation and style,"

42. • In year 2016, Two Giant Forces came together to deliver ‘Sprite Doodh Soda Ka Hit’ Sprite the lemon
and lime market leader is collaborating with UHT milk market leader Olper’s to launch Sprite Doodh
Soda
• To cater the preferences of our consumers this Ramadan, Sprite has come up with the biggest cross-
brand collaboration campaign, and Pakistanis are already enjoying the refreshing Sprite Doodh Soda
THE POWER OF TWO

43. Encouraging jazzto integratewithvarious brands to capture maximumtarget
audience
Current Collaboration of JAZZ with Two BIG Brands
Recommended to cater other famous growing industry of Pakistan as well
Textile Brands
Other Brands

44. Taking the Innovation for Jazz to the Next
Level
Targeting from ‘Innovative Context’

45. Case Study: Coca Cola Live Concerts to Regale Coke Studio Fans
In
In the spirit of inclusivity, Coca-Cola aims to encourage music enthusiasts to experience Coke
Studio’s specific brand of music, live on stage!
Devout Coke Studio fans will have the rare opportunity to see and hear their favourite artists live
on stage in what promises to be a high energy event, with Coca-Cola bringing back live concerts
and giving the fans a unique and one of a kind experience of Coke Studio. This is perfectly aligned
with the global one-brand marketing strategy of Coca-Cola, which aims to celebrate that no
matter who the audience or what their association with Coca-Cola, the brand makes any moment
more special!
JAZZ to Try Various Other Platforms such as
Live Concerts

46. Enhancing the Activations Experience Through
In
Promoting JAZZ with new InnovatedActivation Methods
VR Goggles
Interactive Screen
Visualization
VIVE (Virtual Reality Beyond Imagination
Projection Mapping Hologram

47. explore jazz in Up coming years with
more digital revolution

48. ThankYou