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    Kamrul123
    This document provides a case study analysis of Banglalink's campaign to promote Cox's Bazaar as a nominee for the New 7 Wonders of Nature competition. The objectives of the campaign were to create mass awareness of the voting process and help Cox's Bazaar achieve a competitive position among the 77 nominees. Key challenges included limited domestic awareness compared to other nominees. The campaign strategy was to use fingerprint imagery since it symbolized voting and was universally identifiable. The outcome was increased brand awareness and Cox's Bazaar achieving a competitive ranking in the competition.

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    Ad Case

    Uploaded by

    Kamrul123
    33 views4 pages
    This document provides a case study analysis of Banglalink's campaign to promote Cox's Bazaar as a nominee for the New 7 Wonders of Nature competition. The objectives of the campaign were to create mass awareness of the voting process and help Cox's Bazaar achieve a competitive position among the 77 nominees. Key challenges included limited domestic awareness compared to other nominees. The campaign strategy was to use fingerprint imagery since it symbolized voting and was universally identifiable. The outcome was increased brand awareness and Cox's Bazaar achieving a competitive ranking in the competition.

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    AD CASE

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    This document provides a case study analysis of Banglalink's campaign to promote Cox's Bazaar as a nominee for the New 7 Wonders of Nature competition. The objectives of the campaign were to create mass awareness of the voting process and help Cox's Bazaar achieve a competitive position among the 77 nominees. Key challenges included limited domestic awareness compared to other nominees. The campaign strategy was to use fingerprint imagery since it symbolized voting and was universally identifiable. The outcome was increased brand awareness and Cox's Bazaar achieving a competitive ranking in the competition.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    33 views4 pages

    Ad Case

    Uploaded by

    Kamrul123
    This document provides a case study analysis of Banglalink's campaign to promote Cox's Bazaar as a nominee for the New 7 Wonders of Nature competition. The objectives of the campaign were to create mass awareness of the voting process and help Cox's Bazaar achieve a competitive position among the 77 nominees. Key challenges included limited domestic awareness compared to other nominees. The campaign strategy was to use fingerprint imagery since it symbolized voting and was universally identifiable. The outcome was increased brand awareness and Cox's Bazaar achieving a competitive ranking in the competition.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 4

    Eastern University

    “Case study on Banglalink”

    Advertising and Public Relations (MKT-355)

    Submitted To:
    Habib Anwar Pasha
    Lecturer
    Faculty of Business Administration
    Eastern University

    Submitted By:
    Md. Mehedi Hasan
    Id: 073200072
    Group # 02
    Faculty of Business Administration
    Eastern University

    Submitted Date # 10th May 2010


    Answer: - (1) Objective of Banglalink Campaign:
    Objective of the banglalink campaign is to create mass level awareness to vote for
    Natural Seven Wonders (N7W) nominee Cox’s Bazaar and educate mass people
    regarding the voting procedure in both national and international aspect. The rational
    consequence of the campaign is the achievement of holding a competitive position among
    77 nominees in the second phase of the competition. The communication objective of the
    campaign is to create mass level awareness through the corporate brand promise making
    a difference.

    Answer: - (2) Challenges of the Banglalink campaign:


    Challenges of the banglalink campaign lay in upholding the country’s beauty in front of
    the world to bring about a paradigm shift in perception. The awareness inside the country
    is very limited. In comparison to the 430 other nominees the lack of technological,
    infrastructural and other barriers compounded to the challenge. The brand level challenge
    is to align the campaign with the corporate brand promise. The bigger challenges of this
    campaign is how simply the mass could be made aware of the voting rights to be in the
    competitive position among the other nominees and create a positive feel about
    Bangladesh through the beauty of Cox’s Bazaar.

    Answer: - (3) Fingerprint mark is chosen the campaign:


    The finger print is chosen, the simplest, most common and the symbol of the category
    (voting) basic:
    • The fingerprint has been identified with genuine identification for more than a
    century.
    • The finger print plays an important role during elections.
    • It is identifiable with even the illiterate, let alone the ones they are targeting.
    Answer: - (4) Campaign for Sundarban for teletalk:
    Campaign Summary
    Teletalk was arranging a campaign to vote for Sundarban. Sundarban was nominee for
    Natural Seven Wonders (N7W). Objective of this campaign was to grate mass level
    awareness to vote for Sundarban. Teletalk try to provide information about the voting
    procedure of enucleated mass people in both national and international aspect. In this
    campaign. Teletalk have earned expected success during of the campaign was the
    achievement of holding a competitive position among 77 nominees.

    Campaign Case
    There are many challenge of the campaign. Such as to aware about voting for the
    Sundarban. It a real difficult to upholding the Sundarban’s beauty in front of the people
    as well as the world. Sundarban’s nomination in the 7 natural wonders of the world
    presented such as opportunity. Till he campaign rolled out the non-resident Bangladeshis
    carries out most of the voting activities. People in our country not so much awareness
    about the campaign. In comparison to the 430 other nominees the lack of technological,
    infrastructural and other barriers compounded to the challenge. An internal vote is the
    real strength for the campaign. So the objective was dual pronged. Grate awareness,
    instill pride and thus encourage voting. Teletalk was creating a Slogan by New7Wonders
    members. "Let's vote for Sundarbans Forest as one and only the largest Mangrove Forest
    in the World. This complied very well with the positioning of Teletalk.

    Context and Background


    The official new 7 wonders of the world campaign was a resounding success, in which
    more than 110 million votes were cast and which took democracy to new global level.
    Now, the second campaign organized by the non-profit new 7 wonders of nature, is off to
    a promising start: Some 430 nominations from 224 different countries were submitted by
    some half people within the first few months of the campaign. Sundarban is one of the
    nominees out of 430 nominee’s from224 different countries.
    Objectives
    The communication objective of the campaign was to create mass level awareness
    through the corporate brand promise. The brand level challenge was to align the
    campaign with the corporate brand promise. The bigger challenge of this campaign was
    how simply the mass could be made aware of the voting rights to be in the competitive
    position among the other nominees and create a positive feel about Bangladesh through
    the beauty of Sundarban then finally drives them to take action. These are the
    consequences by which the brand can fulfill its promise, by believing that "Let's vote for
    Sundarbans Forest as one and only the largest Mangrove Forest in the World.

    The Solution
    The strategic solution was a positive identity to make a mark in the world, since the
    whole is competing in this competition. The finger print was chosen, the simplest, most
    common and the symbol of the category (voting) basic: The thumbprint/ fingerprint have
    been identified with genuine identification for more than a century. The fingerprint plays
    an important role during elections. It is identifiable with even the illiterate, let alone the
    ones we are targeting. The objective of the campaign was to vote for Sundarban. The
    objective was to become the first mover, own the category basic, and it was achieved.

    The Activity
    Media Amount Period
    TV 2,235,020 November
    Press 3,504,560 September to December
    Outdoors 565,210 November
    Activation 8,210,000 September to December

    The Proof
    Brand likeability increased, after on air the media & the mass feedback was outstanding
    towards the brand and the campaign as well. The rational consequence of the campaign
    was the achievement of the second position out of the rest whiles the campaign.

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