Glow became the most preferred youth brand
Warid New prepaid brand ‘GLOW’ is the most popular and versatile youth brand of Pakistan. July 20th 2009 was a milestone in Warid’s history when its first youth-oriented brand Glow was rolled out. The brand primarily focused on the on-net community along with other value added features that fulfill the demands of today’s youth with an easy-on-the-pocket approach. Within a few months of the launch, Glow became the most preferred youth brand, not only for the youth but also for people from all age groups and all walks of life. The numbers suggested that Glow’s 2009 campaign had a very strong impact on the audience.
Glow 2.0 is an extension of the Glow portfolio. It has been designed to meet the needs of the consumers who like to make frequent off-net calls. The value added services (VAS) have been revitalized to give customers a superior service experience. Glow 2.0 is a power pack brand with numerous VAS, such as, SMS Bundles, GPRS and nights & weekend offers, in addition to the off-net and on-net packages.
To introduce this power pack brand, an innovative marketing approach has been adapted for the first time in Pakistan. Unlike the conventional cycle of big campaigns, it started off with 10 short films, which built up the hype for the final film. Creating a sequence of 11 films to be played on consecutive days is an extremely bold and unique step in the advertising scene of Pakistan. Never before has a new film is rolled out every day for a single campaign. The campaign of such magnitude has created a paradigm shift in the advertising industry with this approach. The campaign has been divided into two phases, which are very articulately interconnected. The 1st phase, featuring the country’s top musicians, serves as a build-up for the grand reveal of the locally and internationally acclaimed, iconic pop singer, Atif Aslam. Each value-added service is represented by a different artist, which helps to explain the particulars of each and every feature offered by Glow 2.0. This campaign aims to retain Glow’s existing customers and acquire new users with its contemporary, hip and exciting mood. The composition of the Glow song and its visual implementation gives a feeling of fun and unity, appropriately representing the line: “Keep Glowin’… glow 2.0 (5 Off-net & 5 On-net numbers @ 61 paisa/ 30 sec)”
The beauty of the campaign is that it’s based on a simple yet naturally powerful theme of music. In the 2nd phase of the Glow 2.0 campaign, Atif Aslam, who enjoys a fan base in all age brackets will be revealed as the brand ambassador. Atif’s superstar appeal typifies the gripping personality of Glow 2.0.
Commenting on GLOW 2.0 Mr. Muneer Farooqui, Chief Executive Officer, Warid Telecom said “Our segmented approach helps us cater to each segment of the market with maximum attention. Glow is the rightly positioned prepaid brand that particularly focuses on the youth of Pakistan. The brand is unique having distinct attitude that’s carefully crafted following in-depth research and customer feedback. We’re committed to provide our youth with choice and flexibility through GLOW 2.0 by making available range of offerings that suit their individual needs.”
“At Warid we are continuously striving to bring the best to the Pakistani youngsters. ‘GLOW’ has become the most popular youth brand of Pakistan as it brings with it the most relevant options a youngster would desire. All refreshed up ‘GLOW 2.0’ is the advanced GLOW that is coupled with some of the most exciting features, making it the most versatile youth brand. We are the pioneers in the telecom sector with many firsts and now with ‘GLOW 2.0’ we have brought the best possible to the youth of Pakistan so they can feel free and enjoy our quality services” said Mr. Suhail Jan, General Manager Commercial, Warid Telecom.