CategoryA01. Best Use of Screens
Media Agency MINDSHARE Colombo, SRI LANKA
Entrant Company MINDSHARE Colombo, SRI LANKA
Media Agency 2 MINDSHARE Colombo, SRI LANKA


Name Company Position
Sachi Fernando Unilever Sri Lanka Brand Manager
Channa Tennakoon Unilever Sri Lanka Communication Channel Manager
Asanka Alahakoon Group M Esp Director
Suranga Millahena Mindshare Executive
Kamal Deshapriya Mindshare Executive
Ishani Anuradha Mindshare Executive
Saumya Dilrukshi Mindshare Senior Executive
Asantha Kalyananda Mindshare Head Of Planning
Lasantha Mallawarachchi Mindshare Head Of Buying
Isuru Dias Mindshare Director - Client Leadership

Results and Effectiveness

2013 Q1 versus 2013 Q2 Significant increases in the key imagery parameters from Q1 2012 to Q2 2013. - Make you feel good by 26% - Is a good brand to have when spending time with friends and family by 11% - Provide really great refreshment by 10% - Is an innovative/contemporary brand by 11% - Is a lively/dynamic brand by 32% Also a 27% and a 31% increase in the average TVR of the two belts on which the two programs were aired.

Creative Execution

After many weeks of deliberating, two of the top four television stations were convinced to remove their Prime Time soaps on the day of the new year and replace them with a two hour special show featuring the most popular soap stars celebrating new year with ample brand integration opportunities for Laojee. This was a first in the market where top stations agreed to adjust or change prime time content for a brand. One was an outdoor show where stars celebrated new year with traditional games and customs which was a total adrenalin rush. The other was a chat show with them bonding over a cup of tea and discussing their life away from the limelight. Both had passive and active brand integrations which included consumption moments, twists of traditional games to fit brand properties and tasteful presence of branded material including title sponsorships on both programs.

Insights, Strategy and the Idea

Laojee, the heritage tea brand of Unilever Sri Lanka always represented the togetherness and bonding of the island nation over a hot cup of strongly brewed tea. Being associated with the Sri Lankan new year where everyone meet up with their extended families has build a strong property for the brand which enjoyed being the "Brew that bonds" at the heart of its essence. The regular housewife of Sri Lanka, the ideal target of the brand is a loyal follower of traditional media who has her daily dose of TV serials without fail. The soap stars are her escape from the chores of her mundane life and she simply adores them. Being true to the brand essence, Laojee wanted to bring all the top celebrity stars from the most popular soaps into one show bonding over a cup of Laojee to celebrate the new year in 2013.