Part of Channel 4’s Islamic Season, Osama Loves showed the mission of London doctor Farrah Jarral and filmmaker Masood Khan to discover the sunnier side of the religion. The duo’s challenge was to meet 500 Osamas from across the Islamic world in 50 days, and ask each one ‘what do you love?’
To promote Channel 4’s Islamic season and reinforce the broadcaster’s commitment to public service programming
To demonstrate the warmth of the Islamic world, and its heterogeneous nature
To drive traffic to www.osamaloves.com.
Strategy and plan
Hot Cherry promoted the Osama Loves videos across TV, radio and print – using strategies tailored for each video. For example, Osamas who loved Arsenal FC and Wayne Rooney were targeted at The Sun.
The agency also seeded and promoted the videos across a network of influential blogs, forums and social networks. The public followed the mission on the website and suggested where the duo should go next.
Measurement and evaluation
The campaign generated more than 100 items of coverage, including The Sun, The Times, The Guardian and The Independent. The project also attracted interest from international ethnic media, with coverage reaching more than 50 million people.
Jarral and Khan travelled 40,000 miles over 50 days, finding 120 Osamas in total.