Bank Alfalah – Kamyab Karobar

Bank Alfalah – Kamyab Karobar

Objectives:

1. To fight recession, Bank Alfalah wanted to introduce a new product in the market that will provide entrepreneurs with the ease of doing business  
2. Projecting and promoting the image of Bank Alfalah as the "Caring Bank"

Communication Requirements:

Electronic, Print and Outdoor

Solution:

A 360 degree campaign was designed keeping in mind the target audience

The message was direct and was widely publicized in the local language to target small medium entrepreneurs

The media execution helped bring focus on the campaign and created all around awareness about the product

Results:

Increase in customer deposits signaled a huge success for the brand and the bank itself

A second campaign was launched later in the year to maximize the advantage

Diamond Paints – Corporate Re-launch

Diamond Paints – Corporate Re-launch

Challenges:

1.      Corporate Re-Launch of Diamond Paints

2.      Successfully establish the ownership of colors through a corporate slogan “Saray Rung Humaray” (Translated – “The Colors of Life”)

3.      Increase brand awareness amongst masses

4.      Strategic media planning under budget constraints

Communication Requirements:

1.    

 v        Electronic and Print only

Solutions:

1. 

            Keeping the creative approach and execution close to life ensuring appeal to the masses

2.      Bringing the consumer’s imagination, aesthetic values and colors to life through occasions that hold an important place  (e.g. Birthday, New house and Wedding) and integrate the corporate slogan to establish the range of colors

3.      Since it was the beginning of the year and we had room available in the full page, we choose to use the calendar for the particular communication.

Results:

1.

           The emotional route has helped us pull the heartstrings

of the masses who can easily relate themselves with

the TVC, thus ensuring brand awareness and recall

Diamond Paints DuraSilk Campaign

Diamond Paints – First ever premium product launch

Challenges:

1.      Launch Diamond Paint’s Ace Durasilk stain resistant interior emulsion

2.      Create brand awareness amongst the niche market

3.      Create brand image as a high end paint manufacturing company

4.      Acquire  maximum mileage through a limited budget and communication mediums

5.      Create waves in the paint industry as being the first ones to launch a product of this category

6.      Increase product sales

Communication Requirements:

1.    

            Electronic and Print

Solutions:

1.      Slice of life executed with a brilliantly woven creative concept

2.      Niche lifestyle depicted in the execution

3.      Celebrity endorsement

4.      Selective media planning for bulls eye visibility

Results:

1.      Brand Awareness

2.      Effective brand communication – (Brand Visibility)

3.       Product Initiative – (Competitive Advantage)

4.      Increased Product Demand – (Sales and Distribution)

Campaign Statement Translated:

Stains wash away,

It’s the love that stays

Summit Bank

Summit Bank – Launch Campaign Response

Objectives:

1.      Transformation of Arif Habib to Summit Bank  via brand new communication

2.      Effective promotion of the transition and new products / services

3.       Creation and development of a brand new identity and persona

Communication Requirements:

1.    

             Full fledge 360 degree integrated campaign

2.      A brand new corporate identity

3.      Nationwide advertising on mediums of high mileage

Milestones Achieved:

1.     

    Effective brand communication – (Brand Visibility)

2.      Successful trial generation – (Brand Invitation)

3.      Differentiation with competition – (Brand Experience)

4.      Strong consumer connection – (Brand Loyalty)

Wateen Pay less for More

WATEEN Rs.699 package launch

Challenge:

·         

To launch the lowest value broadband internet package in the market

·         To communicate to the home users that broadband internet is not an expensive option anymore

·         To send a clear message to the target audience i.e. Youth, that wireless broadband internet is in their reach now

Communication Requirements:

Electronic, Print & Outdoor  

Solutions:

·         The agency came up with a youth based satirical concept focusing on the fickle side of the target audience’s personalities which love to show off their expensive tastes and in direct contrast showing a Wateen user confident of knowing that he doesn’t need expensive stuff to be impressive

·         The campaign was named “Pay less for more” and communicated the value for money aspect of the brand

·         The campaign was launched nationwide

Results:

·         The 699 package became their highest selling package for home users with more than 38,000 calls being received in their call centers in the first 3 days of the campaign

  

Wateen Initial Public Offering

WATEEN IPO LAUNCH

Objective:

Wateen Telecom, a leading communications group with the largest nationwide deployment of WiMAX network in Pakistan, launched its Initial Public Offering (IPO ) in April, 2010.

Challenge:

·         To create pre-hype for the organization before its announcement of IPO

·         To communicate the future potential of the organization to the investors

·         To satisfy the fears of the investors and influence them into buying Wateen’s shares

Communication Requirements:

Electronic & Print

Solutions:

·         

    The agency provided a complete plan to the client prior to the announcement of IPO to create buzz in the market and make Wateen a household name

·         The plan included TV commercials and print executions for different products and services that the client offered to remind the investors about the organization’s strong portfolio

·         It also included various news articles related to product diversification and the organization’s strong financial standing to be placed in prominent newspapers

Results:

·         

    The IPO was a complete success

·         The hype created before the launch of IPO helped Wateen create interest amongst the investors

·         With prominent coverage, Wateen IPO became the talk of the town and achieved a remarkable response after opening subscription to its IPO

Dawn Bread Nutrition Campaign

Dawn Bread – Nutrition Campaign

Challenges:

1.      To create an awareness for Dawn Bread as the most nutritious bread in the country

Communication Requirements:

1.      Print only

Solutions:

1.    

           The challenge was beautifully met when the print execution focused on the six main nutrients included in the bread and was able to create recall for all of them

2.      It was followed by a Nutritionist’s recommendation print ad

3.      The third print execution involved a mother’s endorsement for the bread

4.      The campaign was run over 6 months and helped register Dawn Bread as the most hygienic and healthy bread in the market

Results:

Dawn was already a leading name in the market but was facing competition from less nutritious bakery breads. This campaign helped remind consumers about the health aspect of the bread and influenced the health conscious target audience about the positives of buying Dawn Bread above all others