GRAMEENPHONE INTRODUCES ‘BONDHU GARAGE’

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.

Grameenphone Bondhu Package TVC - My Life My Imagination

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.

Foodball Promotion

Rockfest Concert

Foto Fun Promotion

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. 

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.