How we successfully noticed 147 million potential claimants in more than 60 countries

Takata Bankruptcy Litigation
In the Takata Bankruptcy (In re: TK Holdings Inc., No. 17-11375 (Bankr. D. De.))—which arose out of the Takata defective airbag litigation—Signal was retained by the court-appointed claims and noticing agent to design and execute a Supplemental Notice Plan to target more than 110 million potential claimants around the world.

Signal was tasked with raising awareness of the bankruptcy and providing notice to consumers who may have owned an affected vehicle.

This Supplemental Notice Plan included worldwide publication notice campaigns translated into 21 languages across more than 60 countries. While traditional in nature, the print aspect of the campaign was a massive undertaking. The Signal team had to closely coordinate with newspaper ad teams around the world to handle the many translations, the different ad sizes, and local restrictions which might affect the ads.

Beyond the traditional print ad campaign, one other specific piece of the campaign is worth highlighting.

In 2018, hurricanes knocked out traditional media in the U.S. Virgin Islands and Puerto Rico—both territories with hundreds of thousands of potential claimants. With no newspapers, TV, or radio available, Signal still needed to ensure maximum exposure of the notice among potential claimants. Signal pivoted its strategy and conducted a comprehensive paid digital campaign in English and Spanish, consisting of display advertising and paid search ads targeting both territories.

Despite the limitations, Signal still managed to deliver, using quick thinking and strategic flexibility: In just 17 days, notices of settlement were viewed millions of times in Puerto Rico and the U.S. Virgin Islands.

Key Program Elements
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countries reached in 21 languages
domestic & international print outlets
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digital impressions served in 17 days in multiple languages