Title | LITTLE PEOPLE |
Brand | SMITHKLINE BEECHAM SRI LANKA |
Product / Service | IODEX BALM |
Category | D01. Event & Field Marketing |
Entrant | PHOENIX OGILVY Colombo, SRI LANKA |
Entrant Company: | PHOENIX OGILVY Colombo, SRI LANKA |
DM/Advertising Agency: | PHOENIX OGILVY Colombo, SRI LANKA |
Credits |
Name | Company | Position |
---|---|---|
Irvin Weerackody | Phoenix Ogilvy | CEO |
Sumanto Chattopadhyay | Phoenix Ogilvy | Executive Creative Director |
Sujoy Roy | Phoenix Ogilvy | Creative Director |
Ransley Burrows | Phoenix Ogilvy | Creative Director |
David Blacker | Phoenix Ogilvy | Creative Director |
Kirubesh Ganeshan | Phoenix Ogilvy | Art Director |
Shani Karunaratne | Phoenix Ogilvy | Account Director |
Melissa Desilva | Phoenix Ogilvy | Account Executive |
Misha Wickramanayake | Phoenix Ogilvy | Producer |
Ilango Ramanadan | 24 Frames | Director |
The breif was to create awareness that Iodex is a specialist backache balm in a memorable way to existing customers and new customers.
Iodex identified that most people having backache will find it difficult to bend to reach for groceries on the lower shelves and offered assistance in a unique and interesting way and by doing so communicated that Iodex is a backache specialist.
We launched a supermarket on-ground promotion/activations with the help of ‘little people’ (dwarfs), who wore Tshirts and distributed leaflets informing customers to ask for help if they found it difficult to pick items from the lower shelves. Shoppers suffering from backache welcomed the assistance offered by the Iodex team who could reach for items on the lower shelves relatively easier than the rest of us.
By providing assistance in an interesting and relevant manner the Iodex team was also able to sample products and help induce trial and push sales at the supermarkets and also gain top of mind awareness.