Q&E ends yet another year as a catalyst for client success

Wednesday, 2 February 2011 00:01 -     - {{hitsCtrl.values.hits}}

Having recently helped propel Singer Finance to a record-breaking IPO, Q&E capped another year in which its results-focused approach to advertising paid big dividends for its clients.

Shunning the awards-obsessed attitude shared by others in the industry, Q&E instead adhered to the fundamentals of effective communication, delivering campaigns that leveraged strategic insights, intuitive creative executions and savvy media planning to exceed clients’ expectations.

The aforementioned Singer Finance IPO campaign, for example, resulted in unprecedented investor interest, with the company’s shares being oversubscribed by 134 times, a new Colombo Stock Exchange record.

Focusing on investors who were seeking enduring value, Q&E devised a campaign that highlighted Singer and Singer Finance’s enduring values, connecting the target audience to the Singer brand’s heritage of excellence in a cost-effective manner, while setting a new standard of success in the financial markets.

Embracing the individual challenges posed by each job, Q&E adopted a fresh approach to Singer’s 2010 CSR campaign.

The advertising company assessed the impact that the corporate giant has made on Sri Lankan lives through its products, services, and brands, and deployed a communications platform that spoke to Sri Lankans from all walks of life. The success of this broad-based approach was evident in the results – significant sales improvements, in spite of the fact that this was a corporate campaign.

Superlatives were in high supply for Q&E in 2010, with the company being asked by the Wijeya Group of newspapers to develop a 360 degree campaign for “The Greatest Series magazines.”

Passionate about the possibility of setting a new benchmark in the publishing world, Q&E also partnered with the Daily Mirror to redesign the entire series of magazines from cover to cover.

The resulting series of magazines was not only cited by the publishing fraternity for its fresh, attractive and eminently readable layouts but also pushed circulation of the Daily Mirror past expectations, exceeding sales targets by 70%.

The Daily Mirror was not the only publishing house to work with Q&E in 2010. Seeking to launch a new compendium of classifieds, the Lake House newspaper group sought out the advertising company’s services. Once again, Q&E took on the task of building a new brand identity with relish, delivering ‘Observer Ads’, a magazine that has redefined the Sunday Observer’s expectations for a classifieds compilation, with production unable to keep up with demand by advertisers.

The end of 2010 welcomed the last chapter in Q&E’s trilogy of calendars for Brandix, with “Water in Life” marking the end of the company’s dalliance with the theme of water in particular.

Highlighting Brandix’s efforts to safeguard our water resources, the series which began with “Water in Reflection” and continued with “Water in Vessels, focused on the central role that water plays in Sri Lankan history, culture, and life.

Eliciting rave reviews from the Export Development Board and Brandix’s overseas clients, the trilogy drew deeply from the advertising company’s local insights.

Q&E has used these insights to build effective communications campaigns for a range of clients in 2010. From its more than decade-long partnership with the Chartered Institute of Marketing to its continuing work with Nations Trust Bank and the Delmege Group of Companies, the agency proved once again in 2010 that paying attention to the fundamentals of good communication means big results for its clients.