Telenor Karo Mumkin Outdoor Campaign Fails to Impress
Telenor celebrated its 10th Anniversary by launching “Karo Mumkin” campaign with the purpose to place itself as a front runner in innovation, and provide the people of Pakistan with a platform for creativeness and awareness of possibilities.
As part of its 10 year of operation, Telenor has continued to emphasize on its branding of being a creative and socially responsible organisation. The Company has used different mediums to promote this campaign; as one can see similar promotional theme on all media be it social media, TV channels, radio or outdoors.
In this outdoor campaign, Telenor has tried to depict the culture of the Pakistani society and continued on its popular theme of Karo Mumkin. In this, real time stories of achievements by people are narrated in their own language. These stories are being related intelligently by Telenor with its own brand.
While passing through, let me shed some light on the outdoor advertisement of Telenor ‘Karo Mumkin’ campaign, which one can see on the round-about near F-9 city park at Margalla Road, Islamabad.
Since, outdoors are generally a secondary medium, not primary one and they are viewed quickly, so in vehicles going over the speed limit such messages should be placed on the opposite side of the roads, tall buildings, traffic signals, highways or straight roads. The placement may not be quite appropriate.
I wonder, how many outdoors have you ever noticed during driving in your lifetime? I mean what can make a driver to risk his lives to take a look at a advertisement that is placed at the side of a round about? It’s a fact that it’s hard to look at a advertisement that is on roadside nearing a round-about, where we don’t need any distraction.
Let’s talk about the fundamentals of an outdoor advertisement:
1. Secondary Text
The adv is simple in design and we didn’t see too much of secondary text, so we would appreciate the advertisement for keeping it simple. I would rate this as a clean 8/10
It’s not always about dumping extra money to get the best prime location in the city for your advertisement. Placement of a advertisement is the most important factor in outdoor advertising. Placement of ‘Karo Mumkin” campaign is a big fail, as it is placed on a location, where it creating a distraction which could lead to accidents. Being a socially responsible company (being emphasized a lot atleast), it hasn’t really done well. I would rate this as 4/10
This is not the very first time that such advertisement has been put up. We have seen competitors like Mobilink and Ufone doing similar advertisement earlier. The outdoor of ‘Karo Mumkin’ is illuminated at night and is over lit with bottom-mounted lighting, the major part of which ends up in the sky rather than on the advertisement itself without creating any major impact. The color combination looks too vague in the Day. On a separate note, I think these advertising signs should also be turned off after 8:00 or 9:00 p.m. just like the markets in Islamabad (For power saving). I would rate this 3/10.
After reviewing this “Karo Mumkin” outdoor campaign, all we can say is that when it comes to advertising, companies should double check everything they’re going to execute.
Overall rating for this comes to 5/10.