Double win for Litro’s Garu Ammawarune
Demonstrating its digital prowess, Litro Gas Lanka Limited (LGLL), the largest importer and supplier of LP Gas in Sri Lanka won high honours at the Zeroone Awards organized by Sri Lanka Telecom, clinching the Best Digital Integrated Campaign award under the manufacturing, transportation, storage and energy sector and the award for the Overall Winner for the Best Digital Integrated Campaign for the immensely successful digital campaign ‘Garu Ammaawarune’.
The campaign far exceeded its goals to reach out to at least to 50 percent of the total Facebook audience and had a viral effect by reaching out to over 193,000 Facebook users across 131 countries. Held for the first time, Zeroone Awards recognize institutions, individuals and brands for the impactful and far reaching use of digital technologies.
“This recognition is a privilege and an honour. The two awards bear witness to our digital capability, know-how as well as our ability to reach out to people through appealing to their emotions. The success of ‘Garu Ammaawarune’ can be attributed to the genuine and timely aspects of the campaign where we depicted the true-to-life perception and manifestation of typical Sri Lankan mothers and their daily challenges as well as sacrifices,” commented Mr. Chaminda Ediriwickrama, Director- Sales and Marketing/corporate Affairs Litro Gas Lanka Limited.
Litro, acknowledged as the National Hearth provider has been featuring the ‘Sri Lankan Mother’ as the central role in all their communication recently, recognizing the very important role they play in the lives and Sri Lankan society at large irrespective of economic and social differences.
Litro featured living examples of such selfless mothers from different economic and social backgrounds whilst communicating the message about Litro’s role in easing the mothers’ burden by providing efficient energy solutions for their daily cooking needs.
The campaign was well received across all consumer segments and the visual narration of each commercial was embraced wholeheartedly. They depicted a real slice-of-life of typical Sri Lankan communities which are closer to the hearts and minds of Sri Lankan society making the whole series of commercials tug at the heartstrings of Sri Lankans.
“It was our ability to capture the salient features of an impactful digital campaign that won us such high honours at the prestigious Zeroone Awards. We used the dual tool of appealing to genuine emotions and maximizing the usage of all digital platforms to effect. Going beyond the numbers, the richness of the ‘Garu Ammaawarune’ communication material led people to engage themselves passionately narrating their genuine bond with their mothers, commented Nilmini Ferdinando, Marketing Communications Manager, Litro Gas Lanka Limited.
Initiating a first ever in Sri Lanka, Litro Gas used a strategy dubbed the ‘Multi-screen Road Block’. A conventional communication strategy dubbed as ‘road-blocking’ is generally deployed to create the highest impact possible when launching the campaign where the launched commercial is exposed across all TV channels simultaneously during a particular primetime belt. Whilst this media tactic amass a sizable audience from the mid and lower economic segments of the audience it is somewhat difficult to reach out to the upper economic segments or to audiences. To this end Litro bettered the strategy and deployed a ‘Multi-screen’ Road-block, bringing-in the digital facet to the fore, by sending a text messages with a link to the TV commercials to a selected audience. The strategy was successful and the commercial reached a 133,000 people within seconds of the launch.
Prior to the launch, the soundtrack of the TV commercial which was called ‘Litro Song’ was released organically as a teaser, reaching out to 240,000 plus facebook users with more than 2,400 shares.
This also paved the way for Litro Gas to become the first energy brand in Sri Lanka to achieve 1,000,000 video views on facebook with reach level exceeding a staggering 3.2 million Facebook users of Sri Lanka.
“Winning two awards at the first ever Zeroone Awards is a noteworthy achievement for us as it pays tribute to Litro’s ability to propel growth through the use of modern tools and technologies without losing the inherent close to the heart of the people nature of the our business,” concluded Chaminda Ediriwickrama.