In Pakistan, all telecom companies have Strategy Departments making plans for their businesses however, Mobilink’s finest Marketing team is in the game of snake and ladder where other telecom operators are undoubtedly representing the ladder and Mobilink is playing the snake in the game.
A glimpse of this strategy can be witnessed in the following slide extracted from the brief which Mobilink has given to various advertising agencies including Saatchi & Saatchi, J. Walter Thompson, Red Communication Art, etc.
If you go through the slide, then you will clearly understand that Mobilink has admitted the fact that major revenue push in the telecom industry is because of the youth segment which is utilizing the telecom services the most.
‘Industry Dynamics’ evidently indicates that Telenor with its product ‘djuice’, Ufone with its product ‘Uth’, Warid with ‘Glow’ and Zong as an entity itself are capturing the youth segment. Therefore, Mobilink felt that they should have their old youth brand OCTANE revived with new look and feel.
The agencies have presented their concepts to Mobilink but we have come to know through a reliable source that Red Communication Arts is already celebrating their winning as they have a consent from the Mobilink Head of Marketing on the grant of being the official advertising agency of Mobilink.