The Brief

Cargills Magic, Sri Lanka’s No.1 dairy ice cream, was sponsoring the 2012 Galle Literary Festival; one of Asia Pacific’s hottest literary events. The objective of the promotion was to connect ice cream and reading in a lasting and magical way.

Describe how the promotion developed from concept to implementation

-Magic ice cream vendors were out in full force to cool down the 4000-plus delegates after a long day of workshops and lectures. -Once eaten, rather than have people throw away their ice cream sticks, Magic invited bookworms to breathe new life into their popsicle sticks and ‘Make-A-Mark’. -Adjacent to the ice cream vendors, Magic erected action stations which provided our audience with paints, markers and glitter-pens in order to turn their wooden sticks into personalised bookmarks. -Each artwork was an original; a treasured keepsake that would be used long after the last page had been turned at GLF 2012.

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

We achieved the objective of the promotion, which was to connect ice cream and reading in a lasting and magical way. 1500 ice cream sticks turned into cool bookmarks at this annual event, of the Galle Literary Festival, on 19th January 2012.

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

Ice cream is a product that engages with people's senses. But once it is over, people throw away the stick. We found a way for the brand to engage with people once the ice cream is over. The promotion was held at a Literary Festival where creative minds gathered and where a book mark was very relevant.