| Title | BIG RESPECT |
| Brand | CEYLON NEWSPAPERS |
| Product / Service | NEWSPAPER |
| Category | D05. Publications & Media |
| Entrant | TBWA\SRI LANKA Colombo, SRI LANKA |
| Entrant Company | TBWA\SRI LANKA Colombo, SRI LANKA |
| Advertising Agency | TBWA\SRI LANKA Colombo, SRI LANKA |
| Media Agency | OMD Colombo 6, SRI LANKA |
| Name | Company | Position |
|---|---|---|
| Subhash Pinnapola | TBWA\Sri Lanka | Chief Creative Officer |
| Vijitha Vijewarnakula | TBWA\Sri Lanka | Associate Creative Director |
| Dileepa Jayakody | TBWA\Sri Lanka | Copywriter |
| Shanuki De Alwis | TBWA\Sri Lanka | Creative Group Head |
| Chaminda Molligoda | TBWA\Sri Lanka | Senior Creative Writer |
| Saminda Priyadarshana | TBWA\Sri Lanka | Studio Manager |
The ‘direct’ element of BIG RESPECT is clearly exhibited in the execution itself. By increasing the font size of both newspapers by 70% from 10 points to 17 points so that the elderly population could read our papers with ease, we made our entire newspapers our execution pieces to thereby achieve our communication objective of consolidating the already strong readership the papers enjoyed with the elderly audience. Furthermore, the creativity had a direct impact on the TG's behavior as they came out in appreciation of the papers' honest efforts to remember them and offer tangible respite to a real problem on a day which celebrated them.
The creative execution was relevant to the product as we transformed our entire products into our creative executions, in keeping with our strategy of providing elders with easy reading. For this, we printed a unique version of 'Ceylon Today' and 'Mawbima' - increasing the font size both our entire papers by 70% from 10pt. - 17pt. 3 days prior to the launch of BIG RESPECT we told the entire nation that a big tribute was coming using a clever teaser campaign that utilized the mediums of TV, Radio, Print and Social Media. The hype created ensured that major morning talk shows also picked up on the story and broke it to the entire nation early on World Elders Day.
Elders make up 60% of Sri Lanka's population with 'Mawbima' and 'Ceylon Today' enjoying a majority readership in this particular segment. Therefore, on World Elders Day, it was important for the dailies to show the elderly population that they were still remembered by way of a unique tribute to consolidate their relationship with the segment.
According to Ceylon Newspapers (Private) Limited Circulation for ‘Mawbima’ & ‘Ceylon Today’ Newspapers is 190,000 and 65,000 respectively. The average rate of return for unsold newspapers is 8% -10% per newspaper. On the 1st of October 2014, both newspapers increased their print run by 30% each, resulting in an actual printed number of 247,000 for Mawbima Newspapers and 84,500 for Ceylon Today Newspapers. On this very day, ALL newspapers were sold out by 12 noon with zero returns. In addition, by increasing our font size we increased the heart of a nation that again started beating for its elderly.