Case Studies

Representative Case Studies

Client : &TV

UK’s 1st South Asian HD channel on SKY 795

Background

  • Combination of technology enabled hard data crunching coupled with a creative flair to produce compelling narratives that resonate with & engage the target audience.
  • Our process begins with working out a long tail strategy with KPIs – powered by data gathering & analysis our teams and conducts a thorough assessment of context, audience, tools and potential activities.

idea

  • A 1st for ethnic broadcaster was conceptualised in the form of “Bollywood Movie Sponsorship “ in addition to airing “Gold Spot “ in all the bollywood screens across UK
  • Cinema is the perfect medium to reach families in an captive environment .
  • In addition to Cinema’s , Mega bus rears were used in key boroughs to target out of home consumers .

Results

  • Positive shift in BARB ratings
  • Increased awareness about the channel & programs
  • Higher monetisation of inventory

Campaign Details

Package - National Bollywood + OOH Bus Mega Rears

Methodology - Pre v Post (BARB ratings)

Target Audience - Males/ Female , 18 Plus

Sector - Broadcast /Entertainment

Duration - 12 Months

Client : East end

Spicing up the nation for over 40 years

Background

  • Established over four decades ago , East End Foods plc has grown into one of UK’s leading spice , lentil ,rice , flour , sauces specialist , with an annual turn over in excess of £180 m.
  • East End wanted to grab the attention of consumers to increase sales of its key range during festive period .

idea

  • A promotional interactive campaign was conceptualised reflecting the values of East End . This campaign was measurable wherein consumer had to send unique code via SMS to participate .
  • Intensive use of TV , Radio , SMS , BTL , Print , PR , was used.
  • Di5 conceptualised & implemented the entire campaign

Results

  • Increase in Sales
  • Increase in market reach via addition of new independents & multiple outlets across UK & ROI.

Campaign Details

Package - Television , Radio, Mobile, Online

Methodology - Pre v Post Sales evaluation

Target Audience - Males/ Female , 18 Plus

Sector - Food

Duration - 3 Months

Client : Sri Lanka Tourism

Wonder of Asia

Background

  • Sri Lanka Tourism wanted to create awareness in UK about various tourism attractions in Sri Lanka . The key objective was to promote Sri Lanka as a popular tourist destination for UK tourists .
  • A global tender was floated to do London Underground campaign coinciding with World Travel Market.

idea

  • Destination based scenic campaign was developed with copy relevant to the environment .
  • London Underground platinum stations were used with each site vetted for maximum OTS.
  • Di5 conceptualised & implemented the entire campaign

Results

  • Increase in outbound traffic from UK to Sri Lanka.
  • Awareness building & improved perception

Campaign Details

Package - OOH : London Underground : Platinum stations

Methodology - Pre v Post footfall evaluation

Target Audience - Males/ Female , 18 Plus

Sector - Tourism

Duration - 3 Months

Client : State Bank of India

Di5 has had the pleasure of running a series of recent campaigns for SBI targeting the British Indian community on a range of products and services.

The engagement with SBI included

  • Remittance Products / Services across the UK**
  • Promotion of Fixed Deposit Products in Specific cities
  • Festive Offer across the UK
  • Overall Brand Visibility & Engagement Through Bespoke Activities
  • Among others.

Di5 REMIT

  • Strategic Campaign Planning
  • Media Planning & Buying & Implementation across Platforms including sponsorships
  • Events

Target Market

  • British Indian community

Di5 DELIVERY

Offered an integrated solution across print, outdoor advertising and events that ensured the SBI brand was highlighted to and engaged with the widest possible British Indian audience alongside a localised targeted campaign for specific products and offers.


Some of the key activities of the campaign included:
Sponsorship of India vs Foxes T20 Match with brand visibility in and out of stadium; Banking Partner with experience & sign up zones at Anand Utsav; Festive offers campaign in London Tube and Railway Stations; Using Local buses in Manchester to promote fixed deposits with advertising; among various other activities including participation in celebrations of particular Indian communities such as Sindhi mela & sponsoring Anuradha Padwal concert.

Value added

Effective engagement as a natural brand name in banking for the diaspora community as well as successful product launches for State Bank of India.

Client : Dabur

Di5 has had the pleasure of running a series of recent campaigns for SBI targeting the British Indian community on a range of products and services.

Di5 REMIT

  • Planning (including target cities + media + message)
  • Implementation
  • Media buying

Campaign

  • Help develop new mainstream niche for Dabur products beyond British Asian community.

Target Audience

  • British Black community in various cities across the UK

Di5 DELIVERY

Di5 planned a one month targeted outdoor campaign in cities with significant British Black population with an aim to capture the widest possible audience. Using contextual material, 150 buses in multiple cities showcased large T side advertisements and they were reinforced by static displays in bus stops/shelters and hoardings on busy traffic corridors such as the A40.

Value added

Awareness of Dabur as a natural brand name in its areas of expertise increased significantly within the target audience.

Client : Ananda Bazar Group

Di5 has had the pleasure of running a series of recent campaigns for SBI targeting the British Indian community on a range of products and services.

Di5 REMIT

  • Successful Planning, promoting, organising and delivering the event including booking artists;
  • Developing and implementing a revenue strategy with multiple streams;
  • Establish London Ananda Utsav as the premier showcase event in showcasing Indian culture in UK/Europe.

Target Market

  • West Bengal Diaspora + other Indian diaspora communities
  • British Indian community & other Asian especially Bangladeshi community
  • ABC1 Social Classes were especially targeted in this campaign.

Campaign

  • London Ananda Utsav
    The London Ananda Utsav was designed to be an opportunity for the Bengali & wider Indian diaspora to celebrate the best of art, culture and entertainment from India in London.

Di5 DELIVERY

Di5 planned the event to ensure it would meet the ambition of establishing London Ananda Utsav as the premier Indian cultural event of the calendar. The event brought in interactive participation with key authors, artists, musicians alongside performances featuring Syed Amjad Ali Khan, Gulzar, Hariharan, Shanu, Sharmila Tagore among many others. Integrating high quality content with world class production; and a promotion campaign laden with a nostalgic twist Di5 ensured not only was the event successful in terms of resonance with the target audience but delivered on the bottom line through a myriad of revenue streams.

Value added

Biggest ever Indian Festival in London (at the time).
Over 6000 HNI Indian diaspora attended event in 3 days.
Total Value of inaugural event exceeded 2 million GBP.

get in touch
info@di5global.com
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