Telenor: KARO MUMKIN REALISING POSSIBILITIES

Credits & Description:

Category: Commercial Public Services, incl. Healthcare & Medical

Advertiser: TELENOR PAKISTAN

Product/Service: MOBILE SERVICE PROVIDER

Agency: ADCOM

Date of First Appearance: Mar 10 2010

Entrant Company: ADCOM, Karachi, PAKISTAN

Entry URL: http://www.telenor.com.pk/karomumkin/

Creative Director: Zaheeruddin (Adcom)

Creative Group Head: Suleman Bashir (Adcom)

Art Director: Fawad Awan (Adcom)

Copywriter: Pirzada Sharaf-e-Alam (Adcom)

Graphic Designer: Imran Khan (Adcom)

Group Account Manager: Syed Atif Mohsin (Adcom)

Media placement: Phase 1: Print Campaign - English & Urdu Daily Newspapers - 10th March 2010

Media placement: Phase 1: TV Campaign-3 Spots - 16 Major TV Channels - 10th March 2010

Media placement: Phase 1: Outdoor - 150+ Prime Locations In Tier1-3 Urban & Semi-Urban Areas - 10th March 2010

Media placement: Phase 2: TV Ad-Thematic - 16 Major TV Channels - 13th March 2010

Media placement: Phase 2: Print Campaign - English & Urdu Daily Newspapers - May 2010

Media placement: Phase 3: TV Campaign-Endorsements - 16 Major TV Channels - 19th June 2010

Media placement: Phase 3: Outdoor - 150+ Prime Locations In Tier1-3 Urban & Semi-Urban Areas - June 2010

Media placement: Phase 3: Print Campaign - English & Urdu Daily Newspapers - June 2010

Media placement: Phase 4: TV Show & Promos - 22 Major TV Channels - 1st August 2010

Media placement: Phase 4: Print Campaign - English & Urdu Daily Newspapers - 13th August 2010



Describe the brief/objective of the direct campaign.

Telenor realized its real success would not be solely from the number of subscribers and share of market. To become the country’s preferred telecom brand, we needed to think of economical as well as social paradigms. From what telecom technology could do for our economy to what communication could do for our society.



Our strategic communication objective envisaged a sustainable brand vision that could position the brand to appeal to the various consumer segments across businesses.



Target Audience: All Telecom services subscribers at large.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Most Pakistanis are brought up hearing "NO!" and the individual does not feel empowered to realise his ambitions.



Belief in the power of an individual to rise above the odds brought the brand's essence “I CAN” to life… to strike a chord in the hearts of the Pakistani people, enabling an average Pakistani to enjoy experiences not possible before.



Our idea "Realize the Possibilities" was brought to life through a multimedia activation campaign, inviting every Pakistani to send ideas, big or small, for the better future of Pakistan through various modes in parallel with a 360 degree thematic campaign.



Explain why the creative execution was relevant to the product or service.

Context: Pakistan was facing challenging times: crumbling infrastructure, climbing Inflation, dropping foreign investment and on top of it all, a financially and morally expensive war on terror. For the average Pakistani', deprived of the tools for progress, the outlook of his country was dismal at best.



With the tools of communication becoming a catalyst of change globally, Telenor assumed the role of the enabler – enabler of realizing possibilities.



The campaign showed that “ENABLED” individuals embodying the “I CAN” spirit, are the ones who will make a difference in society, realize possibilities and put it on the road to progress.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

24,130 Ideas, with 7591 phone calls, 14,347 SMS texts, 200 letters and 1992 website submissions were received in response to the "Invitation" in Phase 1.



444,026 votes were cast during the Grand Finale Show to select the 2 winners.



Over 130 hours of programming

40 Million eyeballs

Road-blocking on Primetime

Brand Awareness up by 72%

94% people perceived it as helpful to the society

91% people liked the Karo Mumkin Show

Highest awareness level in CR activities amongst competitors