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China Mobile’s ZONG brand launches with Manchester United sponsorship

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China Mobile, the world’s largest telecom operator who have signed a sponsorship agreement with English football team, Manchester United, have launched ZONG, their new brand in Pakistan.

With over 300 million worldwide customers, the launch of ZONG with its strapline ‘Say it all’ combined with the Manchester United sponsorship,in the Pakistan market is a critical step to further growth in texting and calling within the region.

Projecting a quality brand image was essential across all customer touchpoints from illuminated fascia signage at both their regional offices and service centres to various forms of mobile branding and advertising on small cars and vans, and on specially made exhibition vehicles or design floats.

Brand awareness during both the daytime at at night was also seen as essential, so decisions were made to utilise specific brand solutions from 3M utilising retroreflective film and translucent film technologies backed by excellent durability and strong supportive manufacturer’s warranties.

Working closely with both the marketing and procurement departments in China Mobile, the 3M Brand Owner team in Pakistan, built a high level of confidence through explaining in detail the materials proposed, and how best the project could be delivered to budget and on time through recommended converter, Adsells. Focussing on any areas of difficulty and offering creative and technical solutions led to a written specification for the very high profile project.

Several 3M manufactured materials were employed to create the professional visual identity – including 3M™ Panagraphics™ 3 flexible sign substrate with 3M™ Scotchcal™ translucent graphic film series 3630 in corporate red, 3M™ Block Out Film ref. 3635-20B and 3M™ Scotchlite™ Reflective Film ref. 5100R.