LOUD TALKERS by Leo Burnett Colombo for Anchor

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LOUD TALKERS

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Industry Milk
Media Promo & PR
Market Sri Lanka
Agency Leo Burnett Colombo
Creative Group Head Dileep Kulathunga
Executive Creative Director Trevor Kennedy
Released June 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: FONTERRA BRANDS LANKA
Product/Service: MILK POWDER
Agency: LEO BURNETT SOLUTIONS
Date of First Appearance: Jun 20 2010
Entrant Company: LEO BURNETT SOLUTIONS, Colombo, SRI LANKA
Executive Creative Director: Trevor Kennedy (Leo Burnett Solutions)
Creative Group Head: Dileep Kulathunga (Leo Burnett Solutions)
Grp head Promotional Marketing: Lalindra Amerasekera (Arc Worldwide Sri Lanka)
Executive Promotional Marketing: Saman Kumara (Arc Worldwide Sri Lanka)
AV Product Assistant: Charith Perera (Leo Burnett Solutions)
Chief Operating Officer: Charith de Chikera (Starcom Worldwide Sri Lanka)
Media Director: Nilakshi Ariyaratne (Starcom Worldwide Sri Lanka)
Media placement: Ambient - N/A - 20th June 2010

Describe the objective of the promotion.
To get lapsed consumers to purchase Anchor, and upgrade 2- pack purchasers to 4-pack.

Describe how the promotion developed from concept to implementation.
An insight of Sri Lankan people who talk loudly on mobile phones inspired the idea.

Each conversation was scripted to fit the language and dialects of the area where the activation took place.

Trained actors were deployed to cover all the major routes in the Island.

Explain why the method of promotion was most relevant to the product or service.
People think about purchasing goods such as Milk Powder when they are travelling between work and
home.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The activation resulted in a 9% sales increase, during the Promotion & Activation period.