Friday, 13 June 2014 00:00
With Sunlight ‘It’s Raining Roses’ campaign
Adding another victory to its list of accolades, Mindshare Sri Lanka won Silver at the GoaFest 2014 advertising festival for its innovative ‘Shower of Roses’ campaign for Unilever Sri Lanka’s Sunlight brand. The advertising festival, organised by the Advertising Agencies Association of India (AAAI) and The Advertising Club, was held from 29 to 31 May at the Grand Hyatt, Goa and brought together over 3,000 media and advertising professionals from all over South Asia.
Mindshare Sri Lanka, a GroupM agency, won Silver in the ‘Best Integrated Campaign for the Rest of Asia’ category within the Media Abby awards segment, coming second only to its sister agency, Mindshare Pakistan, which won Gold.
Of the five nominees in the category, three were products of Unilever Sri Lanka handled by Mindshare, namely Sunlight, Close Up, and Lifebuoy. GoaFest was made open in 2012 to agencies from across South Asia, including Bangladesh, Pakistan, and Sri Lanka. Mindshare Sri Lanka outstrips its own bronze win at last year’s GoaFest awards. Representing the agency, Isuru Dias, Director Client Leadership and Bakmee Perera, Manager, The Exchange received the award, which was presented on 29 May.
The winning Sunlight campaign, ‘It’s Raining Roses’ saw the launch of Sunlight’s new Rose and Lemon fragrances promoted through a large-scale event, where a helicopter showered unsuspecting customers in key towns with scented rose petals and gift vouchers. The successful execution of the campaign resulted in market share gains for the Sunlight brand along with significant improvement in the awareness of the product.
The campaign has been shortlisted for ‘Best use of large events/stunts’ at the Festival of Media Global and Original Thinking Awards and has been entered for the Cannes Lions Advertising Festival due to take place later this month.
“At Unilever we believe in creating engaging brand experiences by continuously connecting with our consumers,” Unilever Sri Lanka Director Marketing, Home and Personal Care Siddharth Banerjee explained. “Sunlight, Unilever Sri Lanka’s iconic laundry brand was built over decades by delivering the brand proposition in a memorable and effective way. The Sunlight ‘Shower of Roses’ activation is an excellent example of how the new news on the brand proposition and the launch of the new Sunlight fragrance variant was showcased to consumers through an unforgettable experience for Sri Lankan consumers.” He elaborated on the challenge in executing the campaign, “What is truly commendable is the outstanding execution that the Mindshare Unilever team pulled through managing locations across the island in one single day with the support of GroupM ESP.”
Unilever Sri Lanka Communication Channel Manager Channa Tennakoon added his thoughts on the contribution of the Mindshare team. “Sunlight was one gem of a campaign which started and ended with excellent team work. An exciting idea brought by Mindshare, nurtured by Unilever and executed together with GroupM ESP. It was a fantastic display of integrated brand communications through making a larger than life story from the brand proposition. We are proud to be a working with such a fantastic team.”
Commenting on the achievement of the agency, Mindshare Sri Lanka Leader Jhumka Saha explained, “Mindshare has always been the path breaker in Sri Lankan media industry and this is another jewel in our shining crown. It is truly uplifting to see local ideas and talent being recognised at an international platform.” Highlighting the firm’s targets for the future she explained, “The global network of Mindshare has supported the local teams to think differently to provide clients with innovative and effective media solutions through different frameworks. While basking in the glory of the win, it is time to put in more hard work for even better results. Yes, here’s for a Gold in 2015.”
GroupM is WPP’s consolidated media investment management operation, serving as the parent company to agencies including Maxus, MEC, MediaCom, Mindshare, Catalyst and Xaxis.