Results and Effectiveness

The results were visible from a practical perspective. The newsprint was carried by many devotees to the respective temples they spent the day at. On the day there was a particular demand for the newspapers that carried the advertisement. This initiative connected at a very deep level with the consumer and the attitude towards AIA has become positive and is increasingly being considered an insurance company that connects with the people of this land.

Creative Execution

Everything had to be simple. We were talking about a pure white ad space that can reach out to many people as possible. The key newspapers that had the widest circulation were the simple strategy, so the only medium used was Newspaper.

Insights, Strategy and the Idea

AIA Insurance was new to the Sri Lankan market, although the company had been around for many years, the name had constantly changed. So as much as Sri Lankans knew the company and knew its heritage, the re-branding of the company as AIA made it seem a bit distant from the average Sri Lankan. We had to let people know that AIA is a brand very much in tune and part of the social fabric of this country. During Vesak, the most important religious festival in the country, Buddhists go and spend the day in temples participating in religious observances where they sit on the floor or ground. Clad in white, after a day at the temple, a devotee's dress can get pretty stained by dust and dirt. The usual method of using newsprints leaves ink marks. A 'white floor cover' that was easily affordable was the solution.