TBWA\TAL, OMD win at Effies 2011

Submitting just four entries and winning two awards with a third nominated as a Finalist is indeed an achievement. At Effies 2011 – the prestigious advertising awards for effective communication – TBWA\TAL and OMD Sri Lanka accomplished just that.

TBWA and OMD won Bronze for Aviva NDB Pensions (Insurance category) and Prima Kottumee Hot n Spicy Cricket Fun (Packaged Food category). There were no other awards in the Insurance category. The Aviva NDB Insurance Corporate campaign was judged a Finalist in the Corporate category.

“We are proud of our achievement because it bears testimony to our understanding of the local market and customer insights, commitment and passion that led to good creative, media understanding through OMD Sri Lanka,  as well as working together with the client to achieve common goals,” said TBWA’s Managing Director Renuka Marshall.

“From a creative point of view, it is proof that the ‘disruption’ framework we follow has been a success. We have succeeded in thinking differently and producing campaigns that really work for our clients.”

Elaborating on the importance of disseminating the message, OMD CEO Keith Wijesuriya said: “The best creative campaign still needs to be seen by the right person and in the right environment. Years of experience in understanding the socio-psychographics of the local consumer, coupled with the meticulous OMD network planning processes and tools has honed the media offering to an optimised level of performance.”

TBWA’s campaign for Aviva NDB on the theme ‘A Pension for Everyone’ leveraged the associations of possible security after retirement in a simple, familiar and effective manner, getting individuals who were otherwise not concerned with retirement interested in the subject.

“The campaign was a tremendous success,” Aviva NDB’s General ManagerMarketing Amal Perera stated. “Through our long-term association of over 25 years since the launch of CTC Eagle Insurance, the agency has a thorough knowledge and understanding of the company. It has helped to build up a close partnership where they are able to identify our requirements and translate our briefs into effective campaigns making them work for us.”

Prima Kottumee’s ‘Hot & Spicy Cricket Fun’ campaign which broke out during the ICC World Cup early this year, merged papare music, renowned local talent – Bathiya & Santhush and cricket, to create a memorable campaign that helped the brand skyrocket. Kottumee sales volume and value surpassed the National Growth Rate many times over with the help of the campaign, thus helping Prima consolidate their market leader position.

“TBWA knew exactly what they had to do and created  a brilliant campaign which worked for us. This success is largely due to us working together now for over 15 years which in turn, manifests itself in the Agency’s complete understanding of our brand”, said Senior Business and Marketing Manager of the Prima Group Sajith Guneratne.