Results and Effectiveness

Listeners took matters into their own hands and demanded that the Government ensure the safety of the DJ's. A few fans turned up at the station in a show of solidarity and refused to leave until the authorities found DJ Nava. A businessman from Jaffna (the Northern part of Sri Lanka) offered a reward of Rs.1 million Sri Lankan Rupees to anyone who comes forward with information that will help find the DJ's. Results: Sales for the month of December grew by 75%, and brand recognition by 50%.

Creative Execution

The Execution: Monday 24th November 08- Sri Lanka woke up to its favourite Morning Shows without its favourite voices, only to learn from the female co-hosts that the co host had not turned up for work. The disappearances took place simultaneously across three radio stations. Initially the female co-hosts told eager listeners that the guys were probably late for work. Minutes turned into an hour and they were still missing and their mobile phones not reachable. Then, calls were made on the show by the co-hosts to the DJs’ houses, friends and colleagues. The calls were pre-recorded and played on air as if they were live calls.

Insights, Strategy and the Idea

Background: Reborn is a Sri Lankan clothing brand, known for its a range of t-shirts for men between the ages 15-40. The Brief To launch the brand idea ‘Get Stolen’ on radio.. The Idea: Recreate the actual experience by abducting radio jocks Sri Lanka has a notorious history of disappearances and abductions, especially where journalists and media personalities are concerned. The Sri Lankan market consists of 3 language audiences: Sinhala, Tamil and English. We picked 3 radio stations which were the most popular amongst each respective language and target audiences. We identified the highest rated shows which were co-hosted by a young male & female DJ combination. The following were picked: Hiru FM – The Morning Show with DJ Ara & Pasbara TNL – The Big Show with Jeff & D Sooriyan FM – Evening Show with Nava & Aarthi