The Brief

Sunlight Soap, one of Sri Lanka’s oldest and most beloved brands, sought to re-connect to the hearts and minds of the nation’s people to maintain brand loyalty amongst loyal users. Our challenge was to create a ‘Nation Building’ event bringing the people of Sri Lanka together to reunite them. Based on a local insight of ‘enlightenment’ the idea of Sunlight’s Festival of Light was born – launched on Vesak Day, the nation’s most important Buddhist holiday, celebrated across all regions of the country. The strategy connected nation building with the enlightening spirit of the Vesak Festival and Sunlight’s brand values.

Describe how the promotion developed from concept to implementation

Sunlight partnered with the 12 most sacred Buddhist temples of Sri Lanka, illuminating them with over 100,000 lamps. Sunlight canopies, Pahanas and lanterns adorned ground, waters and sky - illuminating the entire nation as one. TV/Radio supported by unprecedented digital and national news bulletin integrations spread live updates nationally. TV networks further supported by granting permission to integrate Sunlight brand elements and music into 5-second network IDs, running over 10 times per day – support that had previously only been afforded to the National government. Even morning radio prayer chants, where no advertising is permitted, featured a signature Sunlight jingle.

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

Sunlight’s Festival of Light connected with over 4 million Sri Lankan people. That's over 20% of the population. The campaign increased market share by a full percentage point after only a month. It achieved over 70% Reach across all 6 Mass Channels. Over 20,000,000 web impressions across key social media platforms. The campaign spread the message of peace, harmony and Sunlight, and provided a truly emotional and lasting connection to the brand.

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

The creative executions were designed to capture the nation as a whole, being true to its objective of being a “Nation Building” campaign. In this unprecedented approach Sunlight Festival of Light connected the nation through the integration of on ground activations, TV content and branded properties, Channel Partnerships, Radio Content and OOH. Sunlight has a heritage with the people of Sri Lanka – so celebrating with them on one of their most important days, working to illuminate the nation as one, really resonated with the nation and remained true to the Brand.