| Title | IT'S RAINING ROSES |
| Brand | UNILEVER SRI LANKA |
| Product / Service | SUNLIGHT DETERGENT POWDER |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | MINDSHARE Colombo, SRI LANKA |
| Media Agency 2 | MINDSHARE Colombo, SRI LANKA |
| Entrant Company | MINDSHARE Colombo, SRI LANKA |
| Media Agency | MINDSHARE Colombo, SRI LANKA |
| Name | Company | Position |
|---|---|---|
| Keshini Subasinghe | Unilever | Assistant Brand Manager |
| Saumya Perera | Unilever | Senior Brand Manager |
| Channa Tennakoon | Unilever | Communication Channel Manager |
| Harshana Wijerathne | Mindshare | Executive |
| Suranga Millahena | Mindshare | Executive |
| Dinesh Warnakula | Mindshare | Manager |
| Shavinda Senanayaka | Group M Esp | Manager |
| Mohommad Faham | Mindshare | Executive |
| Kamal Deshapriya | Mindshare | Assistant Manager |
| Asoka Rajapaksa | Mindshare | Executive |
| Asantha Kalyananda | Mindshare | Head Of Planning |
| Lasantha Mallawarachchi | Mindshare | Head Of Buying |
| Nuwan Gammampila | Group M Esp | Manager |
| Asanka Alahakoon | Group M Esp | Director |
| Vindi Shashikala | Mindshare | Executive |
| Bakmee Perera | Mindshare | Assistant Manager |
- Total stock meant for the launch day promotion was sold out - More than 50,000 direct contacts through the key street promotions island wide in a single day - 95% of the gift coupons were redeemed within the day Brand attributes and other sales data is yet to be released.
On 3rd August, Sri Lankans woke up to a shower of rose petals at their door steps smelling of the new Sunlight Rose and Lemon fragrance. A chopper carried real scented rose petals across the island dropping them off in key cities to the delight and surprise of consumers. Mixed with the rose petals were gift coupons to win TVs and other consumer goods. To gather crowds for the shower of petals, street promotions were organized in key towns and anyone who picked up a gift coupon could claim their gift from the promotions desk. Post the shower, street promotions continued where every purchase of the new variant was rewarded. Adding to the magnitude of the event were live clips from the chopper, screened at relevant locations through LED screens, showing the dropping of petals and the same went live on major TV and radio channels as well.
After more than 125 years since its launch, Sunlight, the flagship laundry brand of Unilever Sri Lanka has started coming under stress from mushroom players and losing share. The detergent market of the country is dominated by a handful of key players competing on price, brightness and stain removal. Being an iconic brand, Sunlight could not go down to fight on these aspects. Instead the brand decided to differentiate itself on the unique fragrance it offered. A new campaign was designed for this purpose to coinciding with the launch of its new rose and lemon variant and the launch needed something out of the ordinary to let people experience the new fragrance. Sri Lanka, a small island of 62,000 square Km could be easily covered by air within a few hours. Thus the idea was born to shower the island with Sunlight's new fragrance - A stunt like never before