BBC Asian Network: 100% British. 100% Asian – How a simple insight changed a radio station

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

Campaign details

Brand: BBC Asian NetworkBrand owner: BBCLead agency: MullenLowe LondonCountry: United KingdomIndustries: Radio stations, servicesMedia channels: Online video, Packaging & design, Social media, TelevisionBudget: 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...

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