Experience

BRAND: Surf Excel

Activation: Surf Excel Games Masti 2006

Objective: To organize a sports campaign to enhance Surf Excel brand equity on the following;

1. So effective, don’t worry about dirt
2. Removes dirt first time.
3. Understanding that getting dirty is a positive part of life

Target Market: women, especially mothers who see the world in relation to their children and family’s development.

Positioning of the brand "Dirt is good"

Activation Insight: I let them get dirt because it is part of the experience they need to learn and develop.

Execution: 10 tier 1 and 20 tier 2 towns. Starting from Peshawar and terminating in Karachi.

BRAND: Wheel Power White

Activation: Free Sampling

Objective: Generate Trial and to create hype and awareness.

Target: Females using competition brands.

Execution: to distribute free samples of WPW to 1000,000 targeted customers.

BRAND: Rexona

Activation: Date with Fate (in search for Mr. Right and Ms Right)

Positioning of the Brand helps in Make or Break Moments.

Objective: Association of Rexona with It won’t let you down, assurance of anti perspirant efficacy, trial generation, belief in need to use Rexona to be prepared for all eventualities. Generate Trial and to create hype and awareness.

Target: College going boys and girls, aged 16 – 22.

Brand Mission: To increase confidence of men and women
so that they:
• can be up for whatever the day has in store, and
• get more out of life because there’s nothing to hold them back

Execution: Sampling of Rexona in 100 colleges of Karachi, Lahore and Islamabad. Mental challenges of girls and boys checking confidence. Brand Ambassador – Wasim Akram.

BRAND: LIPTON

1. Lipton Fun CiTea - 25 town activity based on fun and excitement.

Target: Young decision makers both men and women.

Execution: Carnival type activity for each town supported by pre-hype activity for 5 days.

Brand Promise: Fun and excitement.

Objective: Create trial and increase consumption.

2. Lipton Rocket Man – trial generation of new variant of Lipton flavored tea

Target: Largely targeted towards youngsters, who are fun-loving and are excited by something new and techy.

Execution: Brand ambassadors on rollerblades offering Lipton flavored tea in three flavors from their backpacks.

Objective: Generate Trial, associating with the youth, creating brand awareness


3. DDS(Door to Door Selling) of Lipton Tea Bags on a discount

Target: Young housewives (aged 19 to 30)

Execution: Offering one Green Tea Bag (of 25) free with purchase of 2 Black Tea Bags (50 each).

Channel: Apartments Complexes in Karachi and Houses in Lahore and Islamabad

Objective: To create trial of Lipton Tea Bags (black tea)

BRAND: Brooke Bond A1

1. Brooke Bond A-1

Target: Primarily middles aged men and women of progressive mindset.

Insight: Capitalizing on the insight that tea is an important part of life and a good cup of tea helps in building an atmosphere of intimacy.

Objective: Create a trial of new brand, rewarding loyal consumers and offering prizes to the consumers presently using competition brand.

Execution: A comprehensive activity covering consumers, trade, DSRs, distributors and colleges. A wrapper redemption scheme for the consumers, sales competition between the sales team including the field sales representatives of Unilever Pakistan and its Distributors. Rewarding them with gifts and incentives.

BRAND: Brooke Bond Pearl Dust

1. Pearl Jo Khazano

Target: Primarily middles aged men and women of progressive mindset.

Insight: Capitalizing on the insight that tea is an important part of life and a good cup of tea helps in building an atmosphere of intimacy.

Objective: create a trial of new brand, rewarding loyal consumers and offering prizes to the consumers presently using competition brand.


Execution: A comprehensive activity covering consumers, trade, DSRs, distributors and colleges. A wrapper redemption scheme for the consumers, sales competition between the sales team including the field sales representatives of Unilever Pakistan and its Distributors. Rewarding them with gifts and incentives.


2. Pearl Dust Autak Activation

Target: Males between the ages of 18 to 25

Insight: Capitalizing on the culture of interior Sindh of men getting together in the evening and discussing their daily matters

Objective: Providing an atmosphere of Autak (bhaitak in Sindhi) and creating trial.

Execution: 25 towns of tier 2 in interior Sindh. A total of 2500 Autaks were held across rural Sindh. Generating a total trial of 350,000 tea cups


3. Pearl Dust Millan Party

Target: Females between the ages of 18 to 35

Insight: Reinforcing essence by Engaging consumers to share their intimate moment. How they define it and how they feel it.

Objective: Creating trial of the new blend and reinforcing that the new pack of Brooke Bond Pearl Dust has the same quality as before now with the backing of House of Brooke Bond.

Execution: To capitalize on a platform which already exists i.e. women getting together every evening and having a chat on various topics. Choosing a female ambassador in a neighborhood and inviting 35.

BRAND:Brooke Bond Supreme.

1.Supreme Inaami Khazana
2.Supreme Taleemi Khazana
3.Eid ki Reet Supreme ki Jeet
4.Supreme Millan Party
5.Che Deharay Lakh Jetaway