Group Members: Syed Ali Mohtshim 70071629

Section: B

COVID-19 Awareness Campaign

The discussion regarding the awareness campaign would be in the context of

marketing that how a firm should start a campaign that can bolster its image in
eyes of public and make them socially responsible.

Here, let’s assume that Zong needs to start a campaign about COVID-19 so what
do we suggest them to do as a marketer?

CMPak Limited, doing business under brand name Zong 4G, is a Pakistani mobile
data network operator, owned by the company China Mobile.

It is the first oversea setup of China Mobile through acquisition of a license from
Millicom to operate a GSM network in Pakistan in 2008. Zong is a 100%
subsidiary of China Mobile. It is Pakistan's second largest GSM mobile service
provider and third largest mobile service in terms of subscriber base of 34 million.
It has a market share of 21% among cellular operators in the country.

As part the COVID-19 Public Awareness Campaign, Zong 4G will use all its
digital channels to disseminate accurate and reliable information on the
coronavirus COVID-19. The campaign aims at reaching Zong 4G’s over 34
Million customers through multiple platforms and channels, including Zong 4G’s
official Facebook Page, Zong 4G’s official Twitter Handle, Instagram, Snapchat,
Official Website and My Zong app.

The advertisement content, which will inform people on how to recognize the
symptoms of COVID-19 and how to protect themselves and their families from it
will contain authentic and reliable information provided by international
organizations such as UNICEF, Ministry of National Health Services, Regulations
and Coordination (MoNHSR&C) and the World Health Organization (WHO). The
new COVID-19 Public Awareness Campaign will help the messages reach wider
audiences across the country through Zong 4G’s channels. The messages cover
important issues such as the need to stay home as much as possible and keep a
distance of at least six feet (two meters) from other people when going outside; the
need to frequently wash hands with soap for 20 seconds or with a sanitizer; or the
need to avoid stigmatizing people affected by the virus.

WE ARE HERE FOR YOU

With COVID-19 forcing us to create distances, Zong 4G will continue to stay by

your side, ready to help you like always. We want to make sure that
communication remains easy and available to you all the time from anywhere – to
keep you connected to your loved ones no matter what.

Twitter Post:

The more aware you are, the better you’ll be able to fight it. #Zong4G in
collaboration with #UNICEF wants you to know more about the prevention of
Corona Virus and how you can protect yourself and others from it. Spread the
word. #StayHomeStaySafe.