GRAMEENPHONE INTRODUCES ‘BONDHU GARAGE’
To introduce its new
prepaid package called ‘bondhu’, Grameenphone has launched its latest ‘bondhu
garage’ campaign. This new product in their vast product line was introduced to
target the young generation of the country. Keeping in mind that these young
people are quite vibrant, the company has established a unique and flashy campaign with the help of its affiliated ad agency called Grey.
Advertising
Grey provides full
service to the company in terms of creating ads, selecting media and strategizing
marketing plan and designing logo. At first, the company has opted for a slogan
called ‘My Life My Imagination’ to reflect the perception of the young folks of
the country. The youths have the tendency to follow their own paths and ideas
in life. The campaign was set to position this idea into the mind of the
customers.
The company came up with a unique tvc where they portrayed scenes
about the excitement that the young kids have for being able to be a part of
the bondhu garage. We see the bondhu garage is a place where the youth are
doing the things they like for example, eating, playing, singing and hanging
out. Now as they are doing these, they are constantly updating these activities
on facebook as the application is very trendy and free.
As for print media, the company has set up billboards, printed posters and banners. The color combinations of these are quite flashy and vibrant to reflect the inner spirit of the youth. Also, all these are placed strategically near schools, universities and crowded areas.
As for print media, the company has set up billboards, printed posters and banners. The color combinations of these are quite flashy and vibrant to reflect the inner spirit of the youth. Also, all these are placed strategically near schools, universities and crowded areas.
Sales Promotion
Grameenphone is giving the most number
of facilities through this package. These are free facebook and watsapp
browsing, maximum number of fnf provided along with cheaper rate for 3g
internet, call rates and sms. This is a very innovative way to boost sales and
usages as the youth always look for something extra.
Public Relation
This campaign also includes public
relations in the form of concerts, football, university events, foto fun and
food festival. Grameenphone bondhu sponsored the South Asian rockfest where
popular figures from South Asia came to perform. Also, they have created this
picture taking contest where the youth can get to meet renowned photographers.
In addition there was a football and food cart festival hosted by Grameenphone
bondhu campaign. All these events brought in a large crowd of youth in one
place to enjoy the things they love. This has greatly helped the company to
make their target customers associate their bondhu package with the crazy
imaginations and ideas the youth have. In other words it helped the customer to
easily perceive their positioning strategy.
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| Foodball Promotion |
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| Rockfest Concert |
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| Foto Fun Promotion |
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| University Event Sponsorship |
Interactive Marketing
The company practice interactive
marketing through its Facebook page where they converse with the customers
about the various problems the customers face.
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| Facebook Page |
Using its communication tool,
Grameenphone positively reinforces the idea of the campaign by encouraging the consumers
to actively seek information from these tools. Thus operant conditioning has
helped Grameenphone secure a large consumer base for the latest product.
Overall, Grameenphone’s strategically implement bondhu campaign sets up a
unique example of proper use of the IMC to promote the brand’s main idea into
the mind of its consumers.
