Q&E helps Singer Finance for record-breaking IPO

Tuesday, 28 December 2010 00:01 - - {{hitsCtrl.values.hits}}

As one of the country’s largest independent advertising company, Q&E has succeeded by helping its clients soar.

Selected as the communications partner for the Initial Public Offering (IPO) of Singer Finance, Q&E developed and executed a 360 degree campaign that focused on delivering high initial investor interest and sustained demand – resulting in a share issue that was oversubscribed by 134 times on opening day.

Breaking Colombo Stock Exchange records, this unprecedented achievement was also due to the power of a clear, compelling message and strategic media buying.

Lauding the advertising company’s commitment to cost-effective results, Singer Group CEO Asoka Peiris noted: “Q&E immediately grasped the strength of the Singer brand and devised a campaign thought and media plan that spoke directly to investors looking for enduring value.”

Instead of spending vast sums of money on an unfocused communications plan, the advertising campaign leveraged the Singer brand in a cost-effective manner to set a new benchmark of excellence in the financial markets.

Using the visual forms of the iconic Singer logo, Q&E conveyed a sense of the brand’s past, present, and future, harnessing Singer’s prestige to drive historic results for Singer Finance.

Describing the overall communication strategy, Q&E Creative Director, Taya Diaz said: “The campaign was targeted at financially savvy, committed investors who were looking to become a closer part of the Singer family.”

Working hand-in-hand with NDB Bank, the managers of the share issue, Q&E strove to communicate the long-term value proposition offered by Singer Finance, highlighting its performance and potential.

Affirming the effectiveness of simple, powerful communications, Q&E CEO Dilrukshi Wijeyekoon stressed: “A clear message and strategic media buying can minimise advertising expenditures while still getting a big bang.”

Dedicated to delivering “work that works,” Q&E was part of the team that powered the Singer Finance IPO to a historic achievement.