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Zong – Inviting Agencies

Zong, leading telecom brand in Pakistan, has invited agencies to pitch for its media account after 4 years. This has created buzz in the industry. Zong media was launched by Brand Partnership and it was a highly successful launch with strategic direction and innovative use of media in many ways resulting in creating brand awareness and increase in subscriber base in a short time considering it was the fifth entrant and facing major competitors already in the market for many years. The media account later, after 4 years with the Brand, moved to Synergy Advertising that launched its 3 and 4G products; besides its regular consumer offers. 

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Zong is now an established brand name due to its successful launch in 2008 where products and packages, the campaigns and media planning aimed at creating awareness and recognition of the campaigns helped achieve targets primarily adding subscribers in a cluttered segment where more than the feasible number of players were fighting to gain share.

Zong’s launch thematic and it’s media exposure resulted in establishing it’s tag line “sab keh do” in a strong manner. It was reinforced with successive “sab keh do” days which set new benchmarks. The LBC products aimed at cities and towns were example of integrated communication and added to the number of customers. Zong also tried its hand at the youth segment by launching M9 and females through flutter, a product to appeal to them but both not continued. Here’s the recent campaign of Zong titled #ANewDream.

The introduction of 3G and 4G helped Zong in strengthening it’s position and build on its brand equity which had strong foundations. With the kind of campaigns currently running that are embracing social and digital channels along with the traditional marketing platforms, we look forward to see what the collaboration of Zong with the new media agency brings forward.