IBA Talk - The Creative Journey on a Brand Re-Launch Campaign and Media Planning
On 25th October, 2016, the Advertising Class of Fall 2016
had the honor of having Mr. Awais Dhakan, Executive Creative
Director at Adcom Leo Burnett, as a guest speaker. This
guest speaker session was another dedicated effort by our
Instructor, Ms. Alia Hassan, who has worked tirelessly to
ensure students’ continuous learning through such sessions.
Mr. Awais took us through the journey of djuice and its
re-launch campaign. He enlightened us with various steps of
how Adcom Leo Burnett went on to come up with the campaign
"Khamoshi Ka Boycott".
He began by sharing the background of the campaign that
djuice had previously targeted youth in the upper SEC
segment of the market through its proposition of “Fun to be
young”. Seeing the downsides, they sensed an opportunity
that there was an opportunity to expand its target group and
become the number one mobile youth brand across Pakistan.
The challenge was to reposition the brand’s communication
platform through a different value proposition.
Mr. Awais further went on to describe how they carried out
extensive research among the youth to come up with valuable
insights that helped them further. They found that youth was
frustrated and depressed. They wanted to progress and voice
their opinions which were sort of unheard. They finally came
up with the idea of portraying youth as fun loving with a
Mr. Awais explained about the creative brief and the
communications strategy afterwards that they adopted. He
also introduced the students to the concept of TUB (The
Ultimate Brief). Through these steps, the agency finally
came up with The Big Idea (referred to as the Big Eyed Deer
by Awais Dhakan).
The Big Idea eventually got translated to the new campaign
for djuice known famously for its rebellious nature as
“Khamoshi Ka Boycott”. According to Mr. Awais, this put
power in the hands of youth. They further created two-way
communication channels for youth through SMS and calls. This
also provided the agency to gauge effectiveness and add
credibility to their shout.
To enhance communication with youth, the campaign was run
through TVCs, social media platforms and radio as well. The
agency further conducted college activation and branding
drives. They designed attractive print ads for the youth as
well. They had their designs imprinted on various transport
buses within Karachi. To have an impact on youth, they also
recruited Shahzad Roy as their brand ambassador, who was
considered to be the rebellious voice of the youth against
injustice at that time.
Mr. Awais finally concluded his presentation by sharing us
with other creative engagement ideas that the agency adopted
and the successful partnerships that they formed to get
youth’s attention. In the end, Mr. Awais shared the
campaign’s results which were very impressive indeed.
The campaign resulted in the rise in the number of SMS
responses, website page visits, facebook fans and the number
of viewers. For the brand djuice, there was a 19% increase
in brand saliency and 13% increase in consideration.
The second part of the session was taken over by Mr. Raza,
who worked in the Media Planning at Adcom Leo Burnett. He
briefed us about the Media Planning process in the ad
agency. According to Mr. Raza, media planning was a
quantitative department of the agency. To begin with, he
introduced with the various KPIs that are used in media
planning such as CPRP, Reach, etc.
Furthermore, Mr. Raza explained about the Live ROI planning
and its three phases. He also mentioned about the exclusive
tools and software employed by the agency in the phases. In
the end of his presentation, Mr. Raza gave ideas as to how
they target different media and the ways to evaluation and
benchmarking of performance.
Overall, it was a great learning experience for the
students. As a token of appreciation and gratitude,
souvenirs were presented to the guest speakers.
Agha Waleed Pathan (MBA candidate at IBA)