CLIENT
P&G (
khalid Farid, Commercial Director
Asim Naz, Brand Director - Safeguard
Habib Ullah, Brand Manager
Ijlal Malhi, Senior Brand Manager
AGENCY
Muhammad Sami, Account Director
Mujtaba Mirza, Senior Account Manager
Ayesha Farid, Head Of Strategy
Sarah Moquim, Executive creative director
Yasser Shah, Creative Director
Faraz Shamshad, Associate creative director
shayan moin, Senior Manager - Digital
Ali Malik, Associate Director Strategy
Starcom Media Vest
Amenah Sajid, Assistant manager planning
SUMMARY
When the world faces challenges, people turn to trusted heroes – government, celebrities, professionals. When Pakistan faced COVID crisis, people turned to Commander Safeguard! Online posts sprung up saying “Only Commander can save us”, “I trust his words blindly”
Safeeguard leveraged unique opportunity to marry Brand, Community and Influencer, using its very own BA Commander Safeguard, supported by a movement consisting of celebrity endorsers, bloggers and authorities. Strong 1-9-90(creator-sharer-listener) framework enabled stellar results despite lower media spends-vs-competition: Growing SEC-AB/KLI-category(+18% / +26%), sales(+37%/+38%), profit, equity, awareness. Recognized on Youtube Most Seen.
