How to make a mobile giant friendly?

By focusing on the emotional needs of an emerging market.

Mobilink was Pakistan’s mobile brand behemoth. Years of monopoly left a bad taste in the consumer’s mind. Being the market leader, Mobilink also had the widest coverage in the country.

My idea of promoting nationwide tourism, powered by Mobilink’s coverage, introduced a plethora of new destinations to the brand's audience - and over 10,000 new customers to the brand itself.

Through mobile-powered nationwide CSR initiatives, supporting local tourism and clearly establishing our USP, we managed increase the BHT scores by a collective 3%.