Lowe LDB wins ‘Advertisement of the Year’ for Dialog IDD ‘Double Double’ commercial

Thursday, 20 March 2014 00:29 - - {{hitsCtrl.values.hits}}

Lowe LDB received the coveted ‘Advertisement of the Year’ award at the eighth annual Sri Lanka Institute of Marketing (SLIM) - Nielsen People’s Awards for its Dialog IDD ‘Double Double’ Commercial. The award follows closely on the heels of Lowe LDB’s stellar performance at the

Effies, the pre-eminent awards for effectiveness in marketing communications, where it reigned as the single most awarded agency of the night. “Based on island-wide surveys conducted by the Nielsen Company, SLIM-Nielsen People’s Awards are a true measure of consumer sentiments in the island. And it’s an honour to take home the ‘Advertisement of the Year’ award for our work for Dialog, one of the country’s most loved brands, at this prestigious forum,” said Lowe LDB President Chalaka Gajabahu. “Having identified that the average consumer was perplexed with bonus offers on all IDD cards, we took to creating an effective response to cut through the clutter in the form of the humorous and memorable ‘Double Double’ campaign.” “I would like to congratulate Lowe LDB, one of our main creative partners on receiving the ‘Advertisement of the Year’ award together with Dialog, for the ‘Double Double’ campaign they executed for Dialog IDD. Working together we have created numerous campaigns that have helped our brands successfully capture the attention of consumers,” said Amali Nanayakkara, Group Chief Marketing Officer, Dialog Axiata PLC. As the joint winner in the category, Dialog IDD ‘Double Double’ was one of very few campaigns to have won a metal at the Effies as well, proof that the campaign was effective in communicating its core message while leaving a lasting impression with the general public at the same time. “The Dialog Double Double TVC is a delightful example of effective creativity,” said Lowe LDB Chairperson Lilamani Dias Benson. “It captures the inherent drama of the brand’s promise of double benefits. So it is entertaining and totally relevant and memorable all in one. You cannot bore or lecture people into buying your brand. Its ads like these that contribute to Dialog being such a powerful brand in Sri Lanka.” Having received this recognition once earlier for a for Unilever Sri Lanka’s Lifebuoy campaign once earlier, this is the second instance that Lowe LDB has bagged the prestigious ‘Advertisement of the Year’ award. Commenting on this, Dilshara Jayamanna, Vice President and Executive Creative Director, Lowe LDB said: “Taking on challenging market situations and turning them into delightful pieces of communication that move the consumers’ hearts is something that the Lowe LDB team strives for in each project that we execute. To create a commercial that says nothing but the product details (and twice at that) and then being chosen as the Sri Lankan people’s Advertisement of the year is truly special.”