Facebook recently took a leap to reach out to people with limited access to the internet, via ‘Facebook Flex’; a feature available within Facebook that people can opt for and which provides free access to Facebook on their mobile phone. This latest feature was launched in a groundbreaking campaign; merging digital and OOH (DOOH) and conceptualised and deployed by Kinetic Pakistan. Digital Out-Of-Home (DOOH) refers to a type of OOH advertising where digital screens are used instead of billboards and on which content can be managed in real-time. The medium selection was based on a detailed proprietary research by GroupM and Kinetic, called 3D. It is the first time that any social media site has used DOOH to create awareness.

The campaign was launched in November last year in the top 15 cities of Pakistan. BBDO did the creative work for all OOH media, which was then planned and executed by Kinetic. “We can clearly observe the global trend of media convergence; especially digital with OOH with consumers being ‘online’ yet ‘out-of-home’ using their smartphones. Facebook Flex is the first mega campaign in Pakistan that has embraced this global digital trend effectively, and we are proud to have spearheaded that from Kinetic’s platform,” remarked Ahsan Sheikh, CEO, Kinetic Pakistan.