Zong Shifts itsMarketing Strategy to Contradict its Own Vision
Back in May 2008, just
after the launch, the first
thing that Zong made an
impression with was with a
talky ad. In fact the very
first dialogue of Zong’s launch TVC was: Yaar aik baat tu
batayain… Yeh naach naach kay
hi mobile connections
bechna kyun zarori
hay? If you can’t recall, let’s have
a look at Zong’s first TVC,
which earned huge
reputation (despite the fact
that it was a ripped off
version of a European TVC) . And you will have to agree
with me that Zong did well
without all those dancing
TVCs and jingles that other
operators were so
vigorously following in those days. Unlike Telenor
and Mobilink, Zong
capitalized on talky ads to
clearly and effectively
convey the message. Zong’s MNP TVCs are super
example of the talky TVCs
that not only brought them
million of MNP subscriptions
but such TVCs actually
helped the general user in understanding MNP in real.
Their talky ads were soon
replicated by other sectors
including banks and FMCGs. Zong remained to the point,
well focused and look at
their performance in yester
years, they outshined
every other operator in
terms of new sales, MNP acquisitions and what not. Zong in fact surpassed
Warid to become number four
operator in Pakistan in
February 2012. Now, after achieving 17
million customers, Zong this
week aired a TVC which
contradicts their own
vision and mission
statement. I can tell you that Zong didn’t look well
by deviating from their
own saying. What you
think? Before you share your
thoughts, let’s have a look
at their Dancing TVC: Email
after the launch, the first
thing that Zong made an
impression with was with a
talky ad. In fact the very
first dialogue of Zong’s launch TVC was: Yaar aik baat tu
batayain… Yeh naach naach kay
hi mobile connections
bechna kyun zarori
hay? If you can’t recall, let’s have
a look at Zong’s first TVC,
which earned huge
reputation (despite the fact
that it was a ripped off
version of a European TVC) . And you will have to agree
with me that Zong did well
without all those dancing
TVCs and jingles that other
operators were so
vigorously following in those days. Unlike Telenor
and Mobilink, Zong
capitalized on talky ads to
clearly and effectively
convey the message. Zong’s MNP TVCs are super
example of the talky TVCs
that not only brought them
million of MNP subscriptions
but such TVCs actually
helped the general user in understanding MNP in real.
Their talky ads were soon
replicated by other sectors
including banks and FMCGs. Zong remained to the point,
well focused and look at
their performance in yester
years, they outshined
every other operator in
terms of new sales, MNP acquisitions and what not. Zong in fact surpassed
Warid to become number four
operator in Pakistan in
February 2012. Now, after achieving 17
million customers, Zong this
week aired a TVC which
contradicts their own
vision and mission
statement. I can tell you that Zong didn’t look well
by deviating from their
own saying. What you
think? Before you share your
thoughts, let’s have a look
at their Dancing TVC: Email
Niciun comentariu:
Trimiteți un comentariu