Headsail rolls out campaign for BBC News
By MXM India – November 01, 2018
BBC News, along with its OOH agency Headsail Media Services Pvt. Ltd. rolled out an exceptionally innovative campaign in Pakistan, Bangladesh and Kenya in September 2018.
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.
The main objective of the campaign is to drive reach and position the BBC News as a news provider that offers something unique for audiences 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.
Also, this year India was the host country for the World Environment day summit and it made it 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. A successful on-ground marketing event, which witnessed real life heroes and some renowned faces, like Bollywood actress Divya Dutta. The campaign was developed in-house by BBC Creative, who worked in partnership with the renowned graffiti writer turned artist INSA. INSA is at his very best when on location, creating bright and beautiful artworks straight into the environment in just 48 hours. 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”.
Team Credits:
Client Servicing – Viral Gohil
Media Planning – Kavita Sabherwal
Creative Director – Rajesh Khanna
Media Execution – Smita Patade
Buying – Chirag Jain
