Case Studies

CHALLENGE:

Pakistanis are a very news savvy nation. The radio audience of BBC was declining as a number of new TV news channels sprouted. BBC wanted to own the unbiased and authentic news source terrain through content relevance.

OBJECTIVES:

To establish BBC Urdu as the most trusted, independent and authentic source of unbiased news. To create engagement with the BBC Urdu Audience.

BIG IDEA:

Through BBC SANGAT…Kehain aap sunein hum, (You Say, We Listen), the team engaged the audience in a dialogue in their cities all over Pakistan. Discussions were based on the issues central to their lives and area.

RESULT:

• Attendance of 15,000+ people to the event.
• 25,000 people visited the listening stalls in over five cities.
• BBC Asia-Pacific rated the campaign as “extremely successful”.