Robi: National flag campaign

This case study describes how Bangladeshi telecommunications company Robi Axiata promoted national unity as well as sales by creating a world-record human flag.

Robi: National flag campaign

Toffael Rashid, Laura Amin, Neamul Islam Maleque and M. Nafeezul Bari

Campaign details

Brand owner: Robi Axiata LimitedLead agency: Lowe AdcommContributing agency: Market Access Providers Limited (MAPL), MediaCom and Maverick StudiosBrand: RobiCountry: BangladeshIndustry Call services and accessories, General service providers, Internet service providers, Mobile providersChannels used: Events and experiential, Internet - general, Internet - microsites, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio, Social media, Television, Television - direct response, Word of mouth, advocacyMedia budget:500k...

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