This is one of the BTL strategy I designed for Telenor Pakistan. All the details are given please email me to get this presentation xeenoor1@gmail.com

1. Strategy
2

2. 1
2
3
4
5
6
7
8
9
Brand Activation
Competition Analysis
Telenor BTL Objectives
CONSUMER PATREN
TG Analysis
Challenges
Evolution of BTL
Strategy 2019
Timelines

3. BRAND
ACTIVATION

4. THE ONLY WAY
YOU CAN BRING
YOUR BRAND TO
LIFE
BRAND ACTIVATION

5. ACCURATE TARGETING
FEEDBACK FROM THE CONSUMER
CPC & ROI IS MEASUREABLE
CUSTOMIZED MESSAGE
REAL & DIRECT BRAND CONNECTION
It’s the only marketing tool that
gives you direct reach to your
consumer

6. ACCURATE TARGETING
FEEDBACK FROM THE CONSUMER
CPC & ROI IS MEASUREABLE
CUSTOMIZED MESSAGE
REAL & DIRECT BRAND CONNECTION
Most accurate two way communication,
getting response & feedback from the
customer directly

7. ACCURATE TARGETING
FEEDBACK FROM THE CONSUMER
CPC & ROI IS MEASUREABLE
CUSTOMIZED MESSAGE
REAL & DIRECT BRAND CONNECTION
This tool gives you the maximum value for
money spent, making it measureable

8. ACCURATE TARGETING
FEEDBACK FROM THE CONSUMER
CPC & ROI IS MEASUREABLE
CUSTOMIZED MESSAGE
REAL & DIRECT BRAND CONNECTION
BTL gives you the power to customize your
brand message for various consumer groups

9. ACCURATE TARGETING
FEEDBACK FROM THE CONSUMER
CPC & ROI IS MEASUREABLE
CUSTOMIZED MESSAGE
REAL & DIRECT BRAND CONNECTION
The most personalized form of marketing, this
is where you humanize the brand

10. COMPETITION
ANALYSIS

11. No.1 data
network
Widest
range
Fastest
growing
Associatin
g with f-
16 jet
speed
COM…
AIM
Education
about 4G
Establish
Brand of
choice
Strategic
Focus
Central &
South
Region
Rural
Activation
Close the
loop with
sales

12. 4G Van
Zong 4G
THEATER
Educating rural
audience about the
usage of 4G DATA

13. Zong 4G
Express
Jan 2018
With over 400 4G cities
across Pakistan, Zong 4G
brings you an experience of
a lifetime. Come aboard
the Zong 4G Express, as we
treat you to a journey full
of exciting activities
showcasing the true power
of Zong 4G.

14. COM..
AIM
Increasing
Subscribe
rs & Data
usage
Awarenes
s of 4G
Services
Strategic
Focus
Central &
South
Region
Urban +
Youth
Jazz Cash
as an
enabling
tool
Pakistan
Fastest
Mobile
Internet
Speed test
award
Empoweri
ng People

15. Jazz & StarzPlay Media Meetup
September 2018
Jazz partners with Cinepax to launch
StarzPlay! The media meetup in Karachi
brought together celebrities and
corporate leaders on one platform,
making it an evening to remember.

16. Jazz Super 4G
May 2018, Karachi
A look at how the
#JazzSuper4GCaravan took over
Karachi in just 3 days! The Jazz Super
4G Caravan moved around Karachi
from 25 – 27 April inviting all
Karachiites to connect with #Jazz by
sharing their selfies using the
hashtag #JazzSuper4G.

17. Jazz Super 4G
Mall

18. Sentiment
al value
with the
network
COM…
AIM
Increasing
Subscripti
on
Gaining
Maximum
Share of
Voice
Strategic
Focus
Central &
South
Region
Semi
Urban &
Rural
Activation
Pakistan
network,
Ufone

19. Ufone Super Card Float & Vans
June 2018, Karachi

20. Hum Masala Family Festival
Ufone sets up a stall at Hum Masala
Family Festival held in Lahore on
13th and 14th Nov 2016. Families
were engaged in various fun
activities and the lucky winners
won Ufone’s Super Card and various
other prizes.

21. BTL
OBJECTIVES

22. COMPANY’S OBJECTIVES
Increase Subscriber
USIM Conversion
Increase Data Usage
BRAND’S OBJECTIVES
• Improving data perception
Improving Data Perception
Establishing Telenor 4G as
preferred data network

23. Changing Consumer Pattern
Video calls replace VOICE CALL
WhatsApp replaces SMS Social media replace HANGOUTS

24. COMMON IN THIS
CHANGED CONSUMER
BEHAVOUR
DATA
ONE THING

25. ANALYZING THE URBAN USER
• Before we put together a platform we need to know what the
urban user really needs fast internet for.
When on the go
data is my best
friend
Its my content portal for videos, music,
and the latest trends! Source of Information
”I need this information now”
Helps me explore new
opportunities
WHAT IS DATA USED FOR
(URBAN)?

26. Get to find out
what’s happening
around
Facebook is a
whole new wealth
of information
Watching videos,
music etc.
WHAT IS DATA USED FOR
(RURAL)?

27. UNDERSTANDING
THE
NEW
TG

28. Upcoming consumer
Gen ‘Z’
They were born in the age of internet – for them living on data is life
They live in the world of digital content – Content is their source of information, entertainment and connection

29. MOBILE NETWORK PERCEPTION IS
EXTREMELY IMPORTANT
IN THIS WORLD OF DATA JUNKIES

30. EVOLUTION
OF
ACTIVATION

31. BRAND ACTIVATIONS HAVE BECOME MORE IN
SYNC WITH DATA LIFESTYLE
ACTIVATIONS ARE EXECUTED BY KEEPING IN MIND THE
AUDIENCE ON THE DIGITAL WORLD
CONTENT LED ACTIVATIONS – ACTIVATION LED CONTENT

33. DOING LESS AMPLIFYING MORE
DIGITAL ACTIVATION STUNTS
CONTENT CONTENT CONTENT

36. Building data platforms that enables Pakistan to upgrade their
lifestyle through Telenor 4G

37. DATA ENABLES AND UPGRADE
CORE BELIEF FOR 2019

38. URBAN
Enabler of Content
Telenor 4G will be the enabler of content
creation and facilitation
SEMI URBAN & RURAL
• Improving data perception
Upgrading Lifestyles
Telenor 4G will focus on providing solutions to
specific regional problems through an
integrated activation approach

39. URBAN
Enabler of Content
Telenor 4G will be the enabler of content
creation and facilitation
1. RECOGNIZING INFLUENCERS
2. INSTITUTES DRIVE
3. THE NEW AGE OF ACTIVATIONS
4. YOUTH HANGOUTS
5. NORTH PLAN
6. DATA FOR CHANGE

40. TO OWN THE CONTENT SPACE IN THE URBAN PAKISTAN…
WE NEED TO BRING ALL THE CONTENT CREATORS ON
ONE PLATFORM
THE PLATFORM TELENOR OWNS

41. To announce the Content Awards in partnership with Telenor 4G.
Incentivizing the idea of becoming content creators from anywhere in Pakistan.

42. .
PR EVENT USING INFLUENTIAL CONTENT
CREATORS
BRANDING &
ACTIVATING
Mobile Units for
announcements

43. NOMINATIONS FOR CONTENT AWARDS
BEST IN COMEDY CONTENT
BEST IN DRAMA CONTENT
BEST IN HEALTH CONTENT
BEST IN SPORTS CONTENT
BEST IN DRAMA CONTENT
BEST IN EDUCATIONAL CONTENT
BEST IN NEWS CONTENT

44. THE
AWARD
SHOW
SETUP

45. THE AWARD SHOW SETUP

46. 4G STUDIOS

47. YOUTUBE IS BIGGER THAN FACEBOOK IN PAKISTAN

48. COLLABORATING
WITH
INSTITUTIONS IN
CREATING SMALL
STUDIO SPACES

49. PARTNERED FOR THE YEAR
Partnering with societies inside universities and
colleges that help booster content development.
Getting them to nominate, create and
share their content.
FAST MUSIC SOCIETY
LUMS SOCIETY
BNU MUSIC SOCIETY
IBA ARTISTS DEN

50. THE NEW AGE OF ACTIVATION

51. Activations which are either planned around content or
the content leg is one of the primary products of the
activation
ENCOURAGING CONTENT CONSUMPTION AND CREATION

52. PAKISTAN’S FIRST EVER DATA BANK
WOULDN’T IT BE GREAT IF YOUR
LIKES AND SHARES ACTUALLY
MEAN MONEY – AND YOU CAN
BUY STUFF WITH THAT MONEY!
WOULDN’T IT BE JUST
AWESOME?
DATA BANK

54. DATA CAPITAL
Establish Telenor 4G as the coolest data
network in town and also develop speed
association of the brand – Making sure
the brand gets the coolest space on
digital with its content assets

55. IDEA 1
A unique trivia game experience where
you earn Data MB with each answer –
and each answer opens up another level
of the maze taking you to the mega prize
of unlimited data for three months
University and Mall Activation
Digital Content
Potential to become an own-
able platform
Q1 - Q2

56. TELENOR SPOTLIGHT

57. OWNING THE YOUTH HANGOUT SPACES BY CREATING
CONTENT PLATFORMS LIKE
LEVI’S LIVE
ACTIVATING CAFES AND RESTAURANTS WITH STAND UP
SHOWS, UNPLUGGED MUSIC GIGS ETC

58. COLLABORATING WITH POPULAR RESTAURANTS AND CAFES FOR A WEEKLY SHOW
WHICH WILL BE RECORDED AND BROADCASTED ON TELENOR CHANNELS

59. OWNING THE NORTH

60. Attended by 21,000+

61. WITH THE TOURISM INDUSTRY ON THE RISE IN THE COMING YEAR – ITS
TIME TO ESTABLISH A PLATFORM ON THE MOST POPULAR PASSION
POINT OF PAKISTANI YOUTH
MUSIC

62. COLLABORATING WITH
ADVENTURE CLUBS AS
TRAVEL PARTNERS AND
ORGANIZING A THREE DAY
MUSIC FESTIVAL IN THE
NORTHERN AREAS
MUSIC APRIL

63. MUSIC APRIL

64. OWN MUSIC LIKE NO OTHER
BRAND

65. TELENOR MUSIC FESTIVAL
HUNZA
NARAN
NATHIA GALLI
MUSICIANS + CONTENT CREATORS + ADVENTURE CLUBS

66. DATA FOR CHANGE

68. INTRODUCING DATA VOUCHERS FOR
CHANGE
PILOT IN KARACHI

69. Events becoming
open playgrounds
for Plug-Ins

70. PLUG-INS
SAME VOUCHERS TO
BE GIVEN AS
DATA SAMPELING
PARTICIPATING IN 20 EVENTS

71. SEMI URBAN & RURAL
Upgrading Lifestyles
Telenor 4G will focus on providing solutions to
specific regional problems through an
integrated activation approach
1. DIGITAL EXPO MELA
2. DUMDAAR

72. TELENOR DIGITAL MELA

73. TECHNOLOGY STILL AMAZES RURAL
YOUTH

75. TECHNOLOGY
EDUCATION ABOUT DATA
LOCAL ARTIST

78. love to show off strength
more specifically physical strength
evident by the famous Punjabi film genre –
The most consumed film content in Pakistan
INSIGHT
Data consumption is on the rise in rural areas with very few
options available online – consumers end up watching Punjabi
Stage dramas – making them the most consumed YouTube
content in Pakistan

79. Telenor Damdaar is a hurdle course competition
IDEA
DUMDAAR is a concept
inspired by International Competition
American Ninja Warrior.

83. HOW IT WILL WORK
Awareness UNITS
15 DAYS IN A TOWN
DUMDAAR SPACE
15 DAYS IN A TOWN

84. THANK YOU