Ogilvy Duo proposes conversation creating big idea
Monday, 16 September 2013 00:00
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Whoever says that traditional media is dying should meet Dexter Shadrach and Infas Iqbal. According to them, it is merely evolving and the need of the hour is to recognise this development and utilise all available media accordingly to be most effective.
Such progressive thinking is the reason the talented Sri Lankan duo is set to compete in the Young Spikes Media Competition conducted in conjunction with Spikes Asia 2013 – The Festival of Creativity, held in Singapore from 15-17 September.
Senior executives at Ogilvy Media and Neo@Ogilvy respectively, Dexter and Infas paired up for the second time to participate in the local competition which selects the Sri Lankan representatives for one of the hallmark events for the marketing and communications industry in the Asia Pacific region.
The winning idea which set them apart from all other local participants revolved around creating conversations to effectively engage and interact with the target audience, a concept that all communications experts now agree is the present and the future of the entire industry.
Explaining the thought process behind their innovative idea, Infas said: “Our brief was to develop a media strategy to bring wider awareness to the increasing incidence of child abuse in Sri Lanka and to make it a part of the consciousness of mainstream society. When analysing the brief, our breakthrough insight was the apathy towards the issue when the victim is personally unknown. As Sri Lankans, we are culturally known for our family values and thus, we wanted to make the public feel guilty for ignoring such a terrible issue. That is how we came up with our campaign idea of ‘Who Cares!’”
Based on their insight, the Ogilvy duo designed a campaign which went on the offensive. Instead of using creative material which called people into action or asked for some sort of donation, it employed strategically placed print and TV advertising, as well as other media such as outdoor hoardings, which proclaimed that no one cared about the increase in child abuse cases. Such a bold and brazen proclamation was to be used as the catalyst to prompt discussion of the issue in question.
“From the onset, we knew the idea was risky, but agreed that it was a risk worth taking,” Dexter clarifies. “Given the problem at hand, our aim was to get people to really pay attention, and telling them that they don’t care about such a significant problem as child abuse was just the right jolt needed to get people talking. It all depended on the deliberate use of media to induce the media themselves to start the discussion, who would take the conversation to the general public.”
It is clear that an acute sense of the evolving media landscape is the main reason for Dexter’s and Infas’ success. Clear cut boundaries between the various media has faded for the most part, and the current environment is one which is highly inter-connected and dependant on each other. Within this complex setting, the consumer is more demanding and astute, and as such, reaching him through one single medium is virtually impossible.
“Dexter and Infas’ campaign is the perfect example of how the power of the idea is the key to any effective media strategy,” said Lalith Sumanasiri, Managing Director of Ogilvy Media and Neo@Ogilvy, a part of Phoenix O&M Ltd. “At Ogilvy, this is the basis on which we approach all of our client campaigns, because an idea which can be extended in any and all media is the only way to successfully reach the consumer. I am extremely proud of Dexter and Infas for their achievement, and I am gratified that they have the opportunity to showcase what we practice every day at Ogilvy, not only to the local industry but to the entire Asia-Pacific region.”
The Young Spikes Competitions are designed to provide the next generation of young creative talent in the region an opportunity to showcase their abilities. The competitions are conducted in conjunction with the Spikes Asia Festival, which sees the gathering of some of the best creative minds, and provides the burgeoning creative industry in the Asia-Pacific region a forum to network and exchange thoughts and ideas.
