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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2013 Promo & Activation

UNITY PAPER

Silver Spike

Case Film

Presentation Board

ClientWIJEYA NEWSPAPERS
CategoryA05. Best Use of Print or Standard Outdoor in a Promotional Campaign
TitleUNITY PAPER
Product/ServiceADA NEWSPAPER
Entrant Company LEO BURNETT SOLUTIONS Colombo, SRI LANKA
Advertising Agency LEO BURNETT SOLUTIONS Colombo, SRI LANKA
Credits
Name Company Position
Seninda Bandara Starcom Colombo Media Manager
Jehan Adahan Leo Burnett Solutions Inc Photographer
Tasneem Siddeeque Arc Worldwide Sri Lanka Public Relations Executive
Kishani Gunasekera Arc Worldwide Sri Lanka Director Public Relations
Prasad Chaturanga Leo Burnett Solutions Inc Illustrator
Jayantha Liyanage Leo Burnett Solutions Inc Digitial Artist
Nilusha Wanasinghe Starcom Colombo Senior Media Manager
Anuradha Cooray Leo Burnett Solutions Inc Senior Executive Production
Ranjith Perera Leo Burnett Solutions Inc Senior Manager -Digital Art Production
Mehnaz Ilhamdeen Leo Burnett Solutions Inc Director Operations
Manoj Dharmawardhane Leo Burnett Solutions Inc Copy Writer
Somasegeram Nadarajah Leo Burnett Solutions Inc Copy Writer
Malaka Samith Leo Burnett Solutions Inc Copy Writer
Ranjana Amaradeva Leo Burnett Solutions Inc Group Head/Copy Writer
Farzad Mohideen Leo Burnett Solutions Inc Copy Writer
Eraj Wirasinha Leo Burnett Solutions Inc Associate Creative Director/Copy Writer
Michael Holsinger Starcom Colombo Chief Executive Officer
Chaturangi De Silva Leo Burnett Solutions Inc Art Director
Sithum Walter Leo Burnett Solutions Inc Art Director
Subhash Pinnapola Leo Burnett Solutions Inc Executive Creative Director

Describe the brief from the client:

In 2009, Sri Lanka’s brutal 30-year civil war finally came to an end. Four years on, and though progress had been made, the process of reconciliation was still not complete. With the traditional New Year coming up, the one event celebrated by both the communities involved, Ada, a mass-market daily newspaper, wanted us to find a way for it to contribute to the reconciliation process and promote it.

Describe how the promotion developed from concept to implementation:

Our solution to the challenge of finding a way for Ada to help bridge the gap between two communities who speak completely different languages, was to reach out to both of them by creating Sri Lanka’s first bilingual newspaper. We believed that by doing this we would get people talking about the issues related to reconciliation, increase the profile of the paper and boost sales.

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

On Facebook , the two letter symbols we created to promote the 'Unity Paper' were used by people as profile pictures and the campaign got over 220,000 likes, shares and views, which adds up to 15% of all Sri Lankan Facebook users. The Ada Unity Paper, on the day of publication, saw a 20% increase in sales which resulted in the paper being sold out and led to the paper being the second most consistently read newspaper in the country.

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

Despite Sri Lanka being very ethnically diverse and having three official languages, the country had never had a newspaper that was in more than one language. Part of the reason for this was that the country had been caught up in a brutal 30 year civil war so there was a great distance between the communities involved.