BBC News makes headlines in the outdoor
The OOH campaign, handled by Headsail Media Services, was rolled out in South Asia and East Africa
By M4G Bureau – October 26, 2018
BBC News, along with its OOH agency Headsail Media Services rolled out an innovative campaign in India, Pakistan, Bangladesh and Kenya to drive reach and position the BBC News as a news provider that offers something unique for audiences in their local language and showcased 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 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.
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”.
Team Credits:
Client Servicing – Viral Gohil
Media Planning – Kavita Sabherwal
Creative Director – Rajesh Khanna
Media Execution – Smita Patade
Buying – Chirag Jain
