CNA transforms global headlines to Bahasa Indonesia in OOH campaign

Channel News Asia (CNA) has unveiled an out of home (OOH) campaign across Indonesia. Titled "Berita seputar Asia, kini dalam Bahasa Indonesia" ('News around Asia, now in Bahasa Indonesia'), the campaign aims to launch CNA.id as the go-to news portal for Indonesian audiences by positioning CNA as the premier source for Asian news. 

In addition, it seeks to make global stories accessible and personal for Indonesians, bridging the gap between international headlines and local relevance through content delivered in Bahasa Indonesia. 

Created in collaboration with integrated communications agency Fortuna Indonesia, the campaign introduces a unique approach where headlines from various Asian countries appear in their original language and then seamlessly transform into Bahasa Indonesia.

Don't miss: TODAY to merge with CNA to become digital long-form weekend magazine 

The concept was developed to highlight CNA's commitment to making global stories feel local, showcasing the accessibility and relatability of international news in a way that resonated with Indonesian audiences, said the agency when MARKETING-INTERACTIVE reached out. 

The campaign is being executed through multiple channels including LED displays in high-traffic areas around Jakarta to showcase the transformative headlines and "hundreds of online motorcycle taxis" adorned with CNA visuals. Digital advertisements and social media campaigns are also being executed to further amplify the reach of CNA.id. 

"Berita seputar Asia, kini dalam Bahasa Indonesia" is currently scheduled to run for two months until December 2024. 

“At Fortuna, we believe in creating unforgettable experiences that resonate deeply with local audiences. Our collaboration with CNA exemplifies this, as we bridge cultures and languages to deliver global news in a way that feels personal to Indonesians," said Din Sumedi, CCO, Fortuna Indonesia. 

MARKETING-INTERACTIVE has reached out to CNA. 

This comes after the merger of digital media outlet TODAY and CNA in October this year. Following the merger, TODAY will become a digital long-form weekend magazine of CNA, according to a statement by Mediacorp. 

This move will see TODAY become the digital long-form weekend magazine of CNA. This merger will allow the best of TODAY to be served via CNA’s digital platform to the significantly larger CNA audience both in Singapore and overseas.

TODAY will focus on producing analytical features on current issues under the well-regarded Big Read brand; ground up news features; engaging human interest interviews; as well as opinion pieces every weekend to supplement CNA’s current suite of daily digital offerings.

This will help to grow CNA’s traffic and deepen its engagement, particularly on weekends.

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