| Title | BIG RESPECT |
| Brand | CEYLON NEWSPAPERS |
| Product / Service | NEWSPAPER |
| Category | A04. Use of Print |
| Entrant | TBWA\SRI LANKA Colombo, SRI LANKA |
| Entrant Company | TBWA\SRI LANKA Colombo, SRI LANKA |
| Advertising Agency | TBWA\SRI LANKA Colombo, SRI LANKA |
| Media Agency | OMD Colombo 6, SRI LANKA |
| Name | Company | Position |
|---|---|---|
| Subhash Pinnapola | TBWA\Sri Lanka | Chief Creative Officer |
| Vijitha Vijewarnakula | TBWA\Sri Lanka | Associate Creative Director |
| Dileepa Jayakody | TBWA\Sri Lanka | Copywriter |
| Shanuki De Alwis | TBWA\Sri Lanka | Creative Group Head |
| Chaminda Molligoda | TBWA\Sri Lanka | Senior Creative Writer |
| Saminda Priyadarshana | TBWA\Sri Lanka | Studio Manager |
Elders make up 60% of Sri Lanka's population. 'Mawbima' and 'Ceylon Today' enjoy a majority readership in this particular segment. The objective was to further consolidate this connection they had with the elderly segment. To do this, we found that elders in Sri Lanka lead lonely lives as a result of neglect. Therefore, they read every letter in the newspapers to forget about their loneliness. But, they find reading to be a struggle due to weak eyesight. The creative execution was relevant to the product as we transformed our entire products into our creative executions.
According to Ceylon Newspapers (Private) Limited Circulation for ‘Mawbima’ & ‘Ceylon Today’ Newspapers is 190,000 and 65,000 respectively. The average rate of return for unsold newspapers is 8% -10% per newspaper. On the 1st of October 2014, both newspapers increased their print run by 30% each, resulting in an actual printed number of 247,000 for Mawbima Newspapers and 84,500 for Ceylon Today Newspapers. On this very day, ALL newspapers were sold out by 12 noon with zero returns. In addition, by increasing our font size we increased the heart of a nation that again started beating for its elderly.
For the creative execution, we printed a unique version of 'Ceylon Today' and 'Mawbima' - increasing the font size both our entire papers by 70% from 10pt. - 17pt. 3 days prior to the launch of BIG RESPECT we told the entire nation that a big tribute was coming using a clever teaser campaign that utilized the mediums of TV, Radio, Print and Social Media. The hype created ensured that major morning talk shows also picked up on the story and broke it to the entire nation early on World Elders Day.
Elders make up 60% of Sri Lanka's population with 'Mawbima' and 'Ceylon Today' enjoying a majority readership in this particular segment. As a result of the publications’ close relationship with this segment, we found that elders read every word in the newspapers, as it’s their only friend as a result of neglect. The media planning determined that the mediums of TV, Radio, Print and Social Media were best suited to carry our message of the coming tribute, prior to its launch.