As print media started giving way to electronic media in news delivery, Guardian newspaper wanted to build a subscriber base within the digital (electronic) bracket as it prepares itself for the future of the mobile App invasion. The challenge was that the larger percentage of the online digital and mobile community were those not interested in regular news.
The team decided to solve the challenge by engaging users in an exciting introduction of News notification using the BBM Channel. The team created a BBM channel and encouraged audience to subscribe to the channel to get all the breaking news in Nigerian within the BBM space. The campaign “The BBM Channel” was run via mobile advertising and on BBM.