Media: Channel 4 tells us what Osama loves

Campaign Osama Loves Client Channel 4 PR team Hot Cherry Timescale January-September 2008 Budget c. £5,000

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?’

Objectives

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.

Results

Jarral and Khan travelled 40,000 miles over 50 days, finding 120 Osamas in total.

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