Objective

Recover dwindling market share within the mid-tier segment by recruiting new consumers within Gen Z.

Challenge

To break through Ramadan clutter with limited budgets compared to competitors.

Solution

A TV and digital synchronized roll-out to create and sustain maximum impact. On TV, Gen Z was targeted by airing and integrations on Pakistan cricket matches and the FIFA World Cup, through our agency’s superior negotiation skills and special deals we provided media coverages of dealer events in 71 cities to create hype. On Digital, multiple mastheads on YouTube were run to create buzz, simultaneously an awareness driven campaign was run across other channels such as Facebook, GDN and Instagram; search was active throughout the campaign.