Mobilink’s Tour De Shughalpur September 24, 2013

Mobilink recently launched an activation called ‘Tour De Shughalpur’ in which a airplane shaped bus is touring colleges, universities, malls etc with the objective of educating young people about how mobile internet works and the possibilities it has to offer, says Moied Javeed, Director Marketing, Mobile Internet at Mobilink. In a market of just 20 million mo bile internet users (out of a total of over 125 million mobile subscribers – Source: PTA), Muhammad Mustafa, Marketing Manager, Mobile Internet at Mobilink says many young people are reluctant to activate mobile internet either because “they don’t how it works or because they are wary about the cost.” Tour De Shughalpur – in addition to being Mobilink’s attempt to remove these misconceptions, increase mobile internet penetration and prepare young people for 3G – is also the follow-up to the much publicised Ali Zafar-Nargis Fakhri ad campaign in which one of the ads showed how mobile internet transformed Boringpur into Shughalpur (which, incidentally, is where the name of the activation comes from). SAM_1660As part of the activation, young people are brought on board the Shughalpur bus, given demos of how the internet works on Huawei phones (Mobilink’s partner in this activation) and are also provided with information on Mobilink’s internet offers and initiatives for young people. The latter includes an international WAP based service called Mobile Academy (only available to Mobilink users in Pakistan) and an app called Mobilink Cinema (for cinema schedules). Those who attend these sessions are entered into a lucky draw with a chance to win a Huawei smartphone and Mobilink users are given an added incentive of free internet for three days. In its initial phase, Tour De Shughalpur aims to visit 150 colleges and universities in 11 cities over a span of 45 days. Following this Javeed says, “we plan to take this activation to smaller cities as well.”