1. Got 91, Get 91 Number Khol Dey Kismet

2. Concept Got 91, Get 91 is a campaign in which people would have to look out for ’91’ in the given categories to win them selves some amazing prizes by FM91.

3. Duration The campaign will last for the duration of 8 days and will end with the 8 th year celebration of FM91. Target Audience SEC A, B & C+Age Group belonging to 18 - 35 Campaign Objective To create a buzz for the frequency‘91’ in its target audience. Details

4. Mechanics Anyone who has the number ‘91’ in any of the given category can call in on the UAN 111 91 91 to register for the competition. The representative will ask a question as a part of the screening process followed by the individual profile details. By the end of every hour 2 lucky listeners will be picked and the name will be announced on air after being verified by the FM91 team. The questions that will be asked are going to be based on Sponsor’s brand

5. Mechanics ‘91’ should appear on any one of the following categories: – NIC number – Credit/ Debit card – Car Number plates – Cell Phones – Radio1/ Telenor Scratch Cards These cards would be placed at different cafes and restaurants. People would get once voucher on the total purchase and they would eventually look out for ‘91’ in card.

6. Promotion

7. Promotional Mediums Following mediums will be used to promote the campaign: *Telenor’s Logo and Presence in all Promotional Material* *All promotional means to be used and spread over the pre/ during / post campaign period. ( 30 days )* RadioTVPrintDigital On-Ground activities

8. Radio Promotion Radio Promo: A customized radio promo of the campaign will run on the airwaves of Radio 1 FM91. Frequency: 15 Spots/Day Adaptation will run throughout the campaign. Adaptation: 20 seconds Frequency: 30 spots RJ Endorsements: Our top shows and celebrity RJs will endorse the campaign through out the duration of the campaign.

9. TV Promotion Television: The following channels will play the video which will be made for the launch of the campaign. Tentative channels are: TV 1 News 1 Hum TV Style 360 ARY Musik

10. Digital Promotion Digital: Digital Video – A video promoting the campaign will be uploaded and shared on Radio 1 FM91 and its partners’ Facebook fan page Facebook: – Total Fans – 61,500+ and rising – Our fan page will focus on this campaign through out the duration. Website: – Approx. hits per month - 750,000 – Campaign mechanics video and image banners will be uploaded and placed.

11. Poster: A specialized artwork will be created to be placed in multiple magazines, schools and public areas. POS: The campaign poster will be placed in various cafés and super markets across Karachi, Lahore and Islamabad. Print Promotion Magazine: The poster will be published in following magazines/newspapers: Glam Daily Times Jang

12. Different BTLs will be planned to create pre-hype and hype for this campaign. On Ground Activations

13. Spot the Rickshaw Approximate 100 Rickshaws present with in our Target Audience’s reach will be branded with Radio1 FM91 & Telenor along with a given code. People would actually have to spot the code on the Rickshaw and text/call to 9191 or 111 91 91. Reach: – Karachi – Lahore – Islamabad

14. Flash Mob A Flash Mob prepared by BBRC or Act one will be done in different malls present in Karachi. Proposed places are: – Dolmen Mall, Clifton & Tariq Road – Atrium Mall – Emerald Mall – Portgrand

15. College Activations Scavenger hunt planned on the theme of ‘Got 91, Get 91’ will be played at the Schools/Colleges. Students from their respective college would have to make the registrations prior to the activity. Proposed Colleges in Lhr/Khi/Isl: – IBA – CBM – LUMS – LSE – SZABIST – NUST