Campaign details

Brand: BBC Asian Network
Brand owner: BBC
Lead agency: MullenLowe London
Country: United Kingdom
Industries: Radio stations, services
Media channels: Online video, Packaging & design, Social media, Television
Budget: Up to 500k

Executive summary

This case study isn't about a campaign or a new technology.

It's about a simple insight that has transformed not only how a brand is seen by its audience, but also how it sees itself.

Asian Network is a relatively small radio station in the UK, but plays an important role in serving and representing over a million 18- to 34-year-old British Asians with speech and music programming.

By 2015, the radio station was losing listeners and was in danger of being closed down.

It was not an awareness problem. The young target audience was familiar with Asian Network, but didn't think it was for them. The perception was of a radio station that was out of sync with what it meant to be young and Asian in modern Britain.