The Campaign

The campaign used a wide range of mixed media, from print ads to show the new language alphabet and examples; viral videos to teach the new language; activations in and around Colombo, and finally at the venue where the show was held. With a high literacy rate of over 90%, Sri Lankans enjoy a wide array of media which includes the main media - print, radio, TV - as well as branding on integrated media vehicles. The success is evident by the fact that even the President of Sri Lanka came for the drama after noticing the campaign and buying tickets to come and see what it is.

Results

StageLightandMagic Inc. was staging the third sequel of the political satire, Pusswedilla. However, this time, the Government of Sri Lanka banned it because of its sensitive political connotations. Our solution was to change the name of country in which the drama was staged and introduce the new language of that country – Arsetolk – for all communication. We launched the language to Sri Lanka through mass media channels, helped teach people how to read & write Arsetolk and also used it in places where we knew we would find the target groups. This language became a peoples' movement and was so talked about that it finally got the Government approval for the drama. Arsetolk also got so much attention that even the President of Sri Lanka bought tickets to come to the drama. This ensured that not only Arstolk, but also the drama got wide & free publicity in all major media in the country. Tickets were sold out within days of the box office opening. Most significant was that due to its popularity, a second run of the production was scheduled. This too was sold out before opening night. Thus breaking box office records for English Theatre in Sri Lanka.

The audience was engaged at many touch points. Print media to educate; online media to learn, interact and give feedback; outdoor media to remind, and event media further showed how the new language was received, understood and appreciated by the people.

• Arsetolk became so popular that the Government realized it was a people’s language and approved the screening of the drama. • The premium tickets were sold out within 3 days of the box office opening. A first in the history of Sri Lankan Theatre, considering that the box office was made available almost a month prior to the event. (Box office statistics) • Due to its popularity, a second run of the production was scheduled. This too was sold out even before the play started. Another first for SriLanka. (Box office statistics) • The best news was that Arsetolk made even the President of Sri Lanka and members of his cabinet attended the drama. This helped the production gain front-page news coverage in all media. • Arsetolk soon started appearing in daily life. o Political cartoonists started using references from the drama. o That week, in the actual parliament of SriLanka, Ministers talked about the drama to taunt their opponents. o A 2012 motivational calendar in Arsetolk was thereafter sold at popular bookstores, so that people could Arsetolk throughout the coming year. o Soon, a number of popular Colombo restaurants too started communicating to their patrons in Arsetolk!