Bkash Marketing Plan and Campaign Management

2. • 6 Lakhs Active Customer
• TOMA 3 (by End December 2020)
Target

3. 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

4. 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.

5. 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

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 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

8. 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

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 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

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 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

17. 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

18. 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

19. 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

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 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

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 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

28. Thank You