Insured Billboards.
easypaisa wanted billboards for its insurance products, but the men who put billboards up in Pakistan worked without safety gear or cover. So the brand insured them first: the workers installing its ads got safety equipment and full medical insurance.
- Brand
- easypaisa
- Agency
- IMPACT BBDO
- Market
- Pakistan
- Region
- Global
- Year
- 2024
The challenge
The entry says billboard installers in Pakistan had worked for decades without safety measures or insurance, and many were injured. Advertising insurance on their backs would have rung hollow.
The idea
IMPACT BBDO turned the media buy into the message. The Insured Billboards, in three major cities, were installed only by workers with international-standard safety gear and full medical cover, and the installations were filmed and shared online. easypaisa committed its whole outdoor budget to insured installation.
Results
- An estimated 3,000 billboard installers now covered by new safety protocols and health insurance, according to the Dubai Lynx entry
- More than 1.4 million policies sold and $8 million in earned media, by the entry's figures
- The entry says the Pakistan Advertisers Society endorsed the standard and other advertisers, including Unilever, followed
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Media – Use of OutdoorSilver
- Dubai Lynx 2025HealthcareGrand Prix
Credits
- Creative agency
- IMPACT BBDO Dubai
- Production
- Rabbit Hole Films
- Production
- BBDO Pakistan
- PR
- Ishtehari
- Media placement
- OMD Dubai
- Additional company
- Core Media
- Additional company
- Raeem International
- Traffic Manager, Impact BBDO
- Grenald Alves
- Managing Director, Impact BBDO
- Jad El Rabahi
- CEO UAE, Impact BBDO
- Ghassan Kassabji
- Chief Creative Officer, Impact BBDO
- Ali Rez
- Chairman and CEO, Impact BBDO
- Dani Richa
- Creative Director, Impact BBDO
- Rana Sadek
- Writer, Impact BBDO
- Rohan Kodialbail
- Concept writer, Impact BBDO
- Ali Zaidi
- Head of Strategy, Impact BBDO
- Sebastian Roland
- Executive Creative Director, BBDO Pakistan
- Atiya Zaidi
- Editor, Impact BBDO
- Sanil Chandran
- Head of Audio Visual, Impact BBDO
- Benjamin DeSouza
- Resident Director, BBDO Pakistan
- Hamza Chistie
- Senior Account Manager, BBDO Pakistan
- Shumail Ahmed
- Senior Account Manager, BBDO Pakistan
- Zoha Imtiaz
- Creative Director, BBDO Pakistan
- Jawahira Javaid
- Senior Creative Group Head, Impact BBDO
- Mahad Naveed
- Creative Manager, BBDO Pakistan
- Maryam Iqbal
- Content Manager, Impact BBDO
- Saad Bin Javaid
- Community Manager, BBDO Pakistan
- Zarrar Jarrih
- Design Director, Impact BBDO
- Awais Mohsin
- Group Art Director, Impact BBDO
- Muhammad Ramzan
- Art Director, Impact BBDO
- Kashef Mahmood
- Director and Producer, Rabbit Hole Films
- Saad Hassan Khan
- Senior Account Lead - PR & Media, Ishtehari Communications
- Shikha Chawla
- Assistant Manager Planning, Starcom
- Shiza Imran
- Chief Operating Officer, Core Media
- Tabish Ali
- Key Account Manager, Core Media
- Muhamad Subhan Khan
- Head of Marketing & Corp. Comms, easypaisa
- Rifah Qadri
- Head of Brands, easypaisa
- Amna Mishal
- Senior Brand Manager, easypaisa
- Ali Taha
- Manager IMC, easypaisa
- Seemab Chaudery
- Brand Manager, easypaisa
- Fasih Durrani
- Management Trainee, easypaisa
- Khadeeja Mashood
- Assistant Director Growth Marketing & Performance Analytics, easypaisa
- Ameer Jamil
- Manager Growth Marketing, easypaisa
- Iman Ashraf
- Writer, Impact BBDO
- Tariq Vinayakan
- Animator, Impact BBDO
- Karthikeyan Muthukrishnan
- Designer, Impact BBDO
- Shabir Shahan
