PAPER FLAG

TitlePAPER FLAG
BrandCEYLON NEWSPAPERS
Product / ServiceNEWSPAPERS
CategoryA05. Best Use of Print or Standard Outdoor in a Promotional Campaign
EntrantLEO BURNETT SOLUTIONS Colombo, SRI LANKA
Entrant Company:LEO BURNETT SOLUTIONS Colombo, SRI LANKA
Sales Promotion/Advertising Agency:LEO BURNETT SOLUTIONS Colombo, SRI LANKA

Credits

Name Company Position
Sachin Ambekar Leo Burnett Solutions Inc Chief Creative Officer
Subhash Pinnapola Leo Burnett Solutions Inc Executive Creative Director
Eraj Wirasinha Leo Burnett Solutions Inc Associate Creative Director/Copy Writer
Shayani Obeysekera Leo Burnett Solutions Incl Art Director
Ranjana Amaradeva Leo Burnett Solutions Inc Group Head/Copy Writer
Prasad Chaturanga Leo Burnett Solutions Inc Illustrator
Nilusha Wanasinghe Leo Burnett Solutions Inc Media Group Head
Chandani Abeyratne Leo Burnett Solutions Inc Media Manager
Ranjith Perera Leo Burnett Solutions Inc Snr Manager - Digital Art Production
Shehan Sarada Leo Burnett Solutions Inc Studio Operator
Mohamed Ikram Leo Burnett Solutions Inc Group Head/Broadcast Production
Selonica Nalawansa Leo Burnett Solutions Inc Brand Manager
Sachie Tennakoon Leo Burnett Solutions Incl Brands Executive
Gian De Rose Leo Burnett Solutions Inc Director - Client Servicing
Murtaza A. Tajbhoy Leo Burnett Solutions Inc Planner
Nuwan Jayathilaka 24 Frames Director
Saman Sujeewa 24 Frames Editor

The Brief

Mawbima is a national newspaper read by Sri Lanka's working class. The paper, after a hiatus, had relaunched itself in 2011 and was still in the process of reconnecting with its traditional audience. Our objective was to help Mawbima continue this process and further strengthen the bond between the paper and its readers.

Describe how the promotion developed from concept to implementation

Independence Day was identified as a strong opportunity for Mawbima. But instead of looking at what we could do in the paper, we looked at what we could do with the paper and devised a simple solution: turn a national newspaper into a national flag. Our execution had to be easy so anyone could participate. We began by printing the flag on both sides of the back page and then added some simple instructions. This allowed readers to turn their newspaper into a Sri Lankan flag, which they could wave on Independence Day

Describe the success of the promotion with both client and consumer including some quantifiable results

On the day of publication, Mawbima sold out within three hours of its release. With a daily circulation of over 135,000, newspaper flags were seen throughout the country as people showed how important Independence Day was to them. The feedback Mawbima received was overwhelming and positive. Vendors and readers said the flag was a thoughtful addition and that it was appreciated because it was useful and very easy to make. Overall, the Mawbima National Flag engaged the paper's readers through an event of national importance and reinforced its reputation amongst its target audience as a relevant and insightful publication.

Explain why the method of promotion was most relevant to the product or service

Independence Day, because of Sri Lanka's diversity, is an important day for the nation as it is the one day of the year that is equally relevant to all communities. The day had recently become even more significant due to the country's recent troubles, which had brought a new wave of nationalistic feelings. This was especially true amongst the paper's target audience. Giving readers a way to turn their copy of the paper into a Sri Lankan flag allowed Mawbima to move beyond just being a newspaper and become a way for people to express their national pride.