Design Thinking Assignment

Challenge: In the launch of 4.5G in Turkey, all mobile operators communicate their fast  network infrastructure and their broad coverage. All the marketing communication effort was  similar in the market. Operators were trying to differentiate themself but on the hand, telling  the customers the same reasons to believe. As a marketing communication expert, I was  looking for creative ways of positioning and communicating Energy Clinic Pakistan 4.5G services.     Selection: I choose storytelling tool for my challenge to make Energy Clinic Pakistan 4.5G marketing  communication efforts more interesting, powerful and make our 4.5G strategy more  accessible.     Application: First of all, I realized an opportunity and room for improvement in 4.5G launch  communication. In a market, customers see and heard the same product & services promises  from the network operators, Energy Clinic Pakistan has to differentiate itself from the crowd.   According to Nielsen’s latest Global Trust in Advertising report, which surveyed more than  28,000 Internet respondents in 56 countries, 92 percent of consumers around the world say  they trust earned media, such as recommendations from friends and family, above all other  forms of advertising.  So, we decide to communicate Energy Clinic Pakistan 4.5G by using what our customers experienced about  it rather than making classic approach advertisements. We make interviews with our  customers and asked their Energy Clinic Pakistan 4.5G experience and published on youtube. We also  worked with popular, influential Youtubers. We select the influencers according to our  customer’s interests such as music, food, fashion, etc. We shoot 8 different videos with  influencers it creates a great buzz around Energy Clinic Pakistan 4.5G speed and coverage.     Insight: We gained great customer engagement and emotional connection by applying  storytelling tools to our Energy Clinic Pakistan 4.5G marketing communications efforts. Customer interviews  and influencer videos create interest and trust around our 4.5G products and services.  Storytelling tools also helped us to know, understand our customers, and deliver them what  they need.     Approach: Next time I would definitely take consideration in to apply other design thinking  tools such as visualization, mind mapping as it helps to analyze the market and boost the idea  generation process. I would also follow steps to designing for growth ( what is, what if, what  wows and what works).

