Zong’s M9 In The Spotlight

M9TV screens flashed repeatedly with a strange and appealing ad ahead of New Year. The TVC got aired countlessly with the tagline comment “The life does not sail smoothly as you planned and finally referred to a solution, that is, M9- What is your plan?”

The Campaign:

A different concept and strategy in the cellular world that literally touched the perfectness as the success has become inevitable in few days to attract a huge section of customers.

Zong’s brand “M9 – What is your plan?” has been successful in creating its niche space in the immensely saturated market, magnetizing hundreds thousands of customers on its network with its unique offer that provide customers a freedom to plan their own packages.

As per official data, made exclusively available to ProPakistani, the new brand has witnessed the requests of more than 0.3 million online number registrations in just 15 days since it opened booking of numbers on December 30. This showed the average booking rate 20,000 per day in the period.

The brand’s catchy advertisements have created persuasive hype among the masses, who click the web-portal as its address was made public in the full commercial advert.

The M9 web-portal, which was exclusively developed for numbers’ booking, received overwhelming response and was visited by 275,000 users on the first day, which actually chocked the web server.

The capacity of the portal was enhanced subsequently to facilitate huge number of expected visitors.

The facebook fan page of the brand had garnered more than 5,000 people in first two days. No, the number of fans have now reached 17,500 mark.

Facebook fan page of M9 is holding different competitions for its members. The winners will be receiving scratch cards, iPod Nano and other giveaways.

In contrast, M9 received lukewarm response on Twitter as it has only 505 followers so far.

Zong’s officials are very confident over the success of M9 as the customers responses towards service have been increasing with each passing days.

The M9 brand will enhance the subscribers’ base of Zong as every customers have to buy a new SIM in order to get self-designed tariff plan.

What is new in M9?

Majority of the people assumed that it is Zong’s exclusive brand for youth as if rest of the market players. Though, as saying by officials, it targets “young and energetic customers” who have been looking for affordable tariff plan to meet their daily needs of communication and fun with.

You have to book your number first through web-portal where you first enter your name and given numbers’ image into form.

Mr. Waseen Jaffry, a numerologist, will decide your M9 number, which will be lucky for you in the daily life, company claims.

According to him, “Numbers play a vital role in your life, can you imagine forecasting the future on the basis of Numbers, or know about the ups and downs that will come your way.”

This is one of the unique techniques to attract a large number of customers particularly those who have a firm believe in horoscopes and the moments of stars.

Though you need to consume few minutes to choose your desired number but you can book five SIMs’ numbers at a time.

You can also design your desired number, which could be

  • Names – e.g. Rehman (this will book the number ‘2627336’, if available)
  • Golden Numbers – e.g. 6667770, 2233445
  • Important Dates – e.g. Birthdays (this will book the number ‘0909830’, if available)
  • Shorts Phrases – e.g. I Luv U (this will book the number ‘4058808’, if available)
  • Zodiac Signs – e.g. Scorpio (this will book the number ‘7267746’, if available)

This is exactly the same concept Zong introduced earlier at its launch.

You need to be patient to get your lucky number’s SIM in your hands or you can collect it from nearest franchise.

Customer without connections can not avail lucky number on the advice of numerologist, Waseem Jaffry. Besides, customers can switch over their network and number through MNP.

M9’s cross-examination

When you enter the website, a dialer welcomes you with tantalizing green colored images.

The dialer offers customers 12 packages that include voice, SMS, internet and free-minutes options that suit to its daily life needs. Packages are ranged from Rs 0.90 to Rs 2.20/ min. on the top of this, customers will receive daily free minutes based on the usage of previous day.

These 12 packages have been further categorized for customers to choice of free minutes and SMSes as per their convenience.

For instance, An M9 package offers

  • Call Rate: Rs. 2.20 plus tax per min
  • SMS: Rs. 1 plus tax per SMS
  • GPRS: 11 Paisas per 8 KB
  • Daily Benefit: One free min on using 1 min (Daily benefit is for on net use only and has a validity of 1 calendar day)

This plan comes with following free monthly SMS and minutes, you can choose any one out of following options:

  • 31 Free Minutes
  • 23 Free Minutes + 23 Free SMS
  • 16 Free Minutes + 45 Free SMS
  • 8 Free Minutes + 68 Free SMS
  • 90 Free SMS

The free-minute formula is also the same that the Zong introduced with the voice packages.

However, M9 offers voice bundle for the first time for pre-paid customers as if tariff of post-paid connection. It includes packages with fortnight and monthly validity, which the customer’s could avail on the recharge of Rs 200 to Rs1,000.

A subscriber also plan his or her tariff as per limits defined by the company.

M9’s Advertisements

The success of the package refers to its different marketing strategy and captivating advertisement campaign.

Starting from December 20, a viral activity was initiated across the country through websites and blogs. Mr Waseem Jaffry portrait was every where in the place of Zong’s advertisement without any sign or company’s brand name.

The adverts’ viral campaign was appealing but a bit confusing as audience had no clue about the product in the face of Waseem Jafrfry.

The teaser’s campaign started appearing on the screen with incomplete ads, which was first leaked and then on aired on TV channels.

On January 2, the brand “M9” was revealed completely to the masses with full ads on print and electronic media. Besides, the brand’s new ads followed the same trend