Headsail rolls out OOH campaign for BBC News across South Asia & East Africa
The campaign's message was that BBC News has expanded in new languages, offering the knowledge and perspective that helps audiences to progress
Published - 14-November-2018
BBC News, along with its OOH agency Headsail Media Services Pvt. Ltd. rolled out an innovative campaign in Pakistan, Bangladesh and Kenya in September 2018.
The key objective of the campaign is to drive reach and position the BBC News as a news provider that offers something unique for audience in their local language and showcase how BBC news helps people make more of their world compared to other news providers. The key message was that BBC News has expanded in new languages, offering the knowledge and perspective that helps audiences to progress and grow in life. The campaign shone a light on the BBC’s unique offering and gave a positive voice in a country buoyed by progress. A key challenge was to get the attention of audience and understand that BBC News with its new languages is the go-to destination for news and information.
The OOH plan was spread across South Asia and East Africa - 6 major cities across 3 countries - Pakistan (Lahore, Karachi, Islamabad & Rawalpindi), Bangladesh (Dhaka) and Kenya (Nairobi). Larger-than-life digital screens/billboards and wall wraps were deployed across markets at main arterial routes, nodal junction, key connectors and trade areas, which created significant interest and impact.
Also, this year India was the host country for the World Environment Day summit and it was particularly relevant for BBC World Service to make a huge splash on the day and mark the launch of their ‘Make More of Your World’ brand campaign.
An on-ground marketing event campaign was developed in-house by BBC Creative, who worked in partnership with the renowned graffiti writer turned artist INSA. As part of the campaign in India, the BBC Marketing commissioned the task to manage this on-ground event to Headsail Media.
Tejash Kothari – Marketing Manager Asia Pacific (BBC News), said “This is a key campaign for us at BBC News and we wanted to align all our efforts to effectively reach out to our global audience. The campaign was spread across demographics, geographies and time zones and we wanted to activate the campaign on all media platforms on the same day across all the 4 countries. We are extremely glad we were able to successfully execute the campaign with support from Headsail Media Services and team.”
Vijay Jain - Founder & CEO, (Headsail Media Services Pvt. Ltd), said, “We took a data-backed approach on OOH and used heatmaps of cities to create dominance through Digital Billboards keeping the essence of creative into consideration. Our footprint in South Asia and East Africa enabled us to plan and flawlessly execute a campaign of such scale which transcended international boundaries.”
Client Servicing – Viral Gohil
Media Planning – Kavita Sabherwal
Creative Director – Rajesh Khanna
Media Execution – Smita Patade
Buying – Chirag Jain