LOWE LDB wins top metals for Unilever at Effies

Lowe LDB secured record wins for premier Unilever brands at the recently concluded SLIM Effies 2010 Awards, with the Agency’s 360 degree campaign for Signal Expiry Toothbrush carrying off one of the few Silvers, on a night when no Golds were awarded, and two more 360 degree campaigns, Surf Excel’s ‘ball of dirty clothes’ and Astra’s Dinanna Wedenna campaigns taking bronzes.

The Signal Expiry Toothbrush campaign revolved around the idea of identifying and renewing ‘toothbrushes within a specific period and showcased how consumers could tell if their toothbrush was ‘expired’. This innovative idea is, arguably, a ‘first’ the world over.

Surf Excel’s ‘ball of dirty clothes’ campaign was in two stages, the first stage educated consumers and changed perceptions through a variety of media, stage 2 was based on the smart kid who helps mothers identify the false economy of other powders through playing his favourite game of an arithmetic teacher who calculates that Surf Excel gives the best value for money.

Astra’s Dinanna Wedenna campaign touched on nutritional values in a fun and exciting way by centering around the idea of making nutrition fun to growing healthy kids who are winners all the way.

The awards speak volumes for the efficacy of Lowe’s partnership with Unilever, which began at the Agency’s inception and has since been cemented into one of mutual trust and confidence, built up over the years through the sharing of many adventures and market experiences. Lowe LDB holds the highest portfolio of Unilever brands today.

Nilushi Jayathilake Category head Oral and Deos, Unilever had this to say, “The award was just the tip of the iceberg for us. This campaign not only continues to deliver results for Unilever but has turned around a category that was stagnant. This campaign has proved the strength of a good Idea and the ability of dedicated people to turn it in to a great one. It was born out of an Agency, LOWE, that is immersed in the clients business, who in turn has the knowledge to do things, that moved the needle in the real world of the consumer. I further attribute the award to a great relationship that has evolved far beyond a standard client-agency relationship. In conclusion, my team and I thank LOWE for a fantastic job and Mindshare and Ogilvy Outreach for their part in making the Idea come to life.”

Asanga Ranasinghe, Director House Hold Care and Foods of Unilever reiterated this, “When you work with the ambition of truly understanding and satisfying consumers, you need your partners to share that passion. This is a great example of a great partnership leading to great results”

The Agency has a 17 year history of building dynamic Sri Lankan brands to market dominance with fine strategic thinking and creative power. Lowe LDB nurtures 51 brands, 21 of them market leaders and 12 of them Superbrands and is, today, one of the most awarded agencies in Sri Lanka.

Lowe LDB’s COO Chalaka Gajabahu said, “Lowe LDB has a history of effective communications campaigns and this is yet another instance of a strategic creative partnership that delivers outstanding results. The passionate pursuit of creative excellence is Lowe’s work ethic.”

Lowe LDB clinched a 100% win record at last year’s Effies.

The Agency also won big at Pop Awards 2010, with its LDB’s Lifebuoy Germfighter Ad voted TV commercial of the Year and two more Lowe LDB Ads for Sunlight 125 years and Surf Excel Traffic Lights also being shortlisted.

Sunlight was again recognised at the Sumathi Tele Awards 2010, with Lowe LDB winning the Silver for Best Commercial of the Year for the Sunlight 125 year Anniversary TV filmlet.

Renowned for its strategic thinking and creative power that attained market dominance for its clients, Lowe LDB has a multi talented team who add the full strength of ‘through the line’ marketing communications to enhance traditional brand building advertising. And the Agency’s performance at this year’s Effie Awards is yet another indicator of how Lowe LDB’s creativity proves effective for their clients’ brands.