TBWA\TAL wins Bronze at Effies 2010

Monday, 29 November 2010 00:01 - - {{hitsCtrl.values.hits}}

It was a night of jubilation for TBWA\TAL winning recognition at Effies 2010 for all three entries submitted. Winning a Bronze for one and the other two entries being nominated is indeed significant and more so because this is the first time that TBWA\TAL participated at Effies.

The Bronze was won for their entry Prima Kottumee – Rambari the instant noodles with a spicy twist, for their Client, Ceylon Agro Industries in the category ‘ Packaged Food —Snacks/Desserts/ Confectionery’.

Getting into nominee status were the CSR campaign for Aviva NDB Insurance – Poson (a celebrated annual Buddhist festival) in the Corporate Reputation/Professional Services category and the Insurance Agents’ Campaign, also for Aviva NDB Insurance — the only nominee in the Insurance category. It is noteworthy that there were no awards in these categories.

The Bronze winner, Prima Kottumee - Rambari, campaign launched in 2009 instantly captured the hearts and minds of the 16 plus target audience. All communication was based on insights relevant to the youth. Creative strategy revolved around fun and music while media strategy explored unconventional means of reaching the audience. As a result Kottumee sales skyrocketed and in turn Prima Instant Noodles was able to oust the competing instant noodle giant from the market leader position.

Thrilled with the Effie recognition, TBWA\TAL Managing Director Renuka Marshall said that the secret of success was the excellent team work. “On the one hand there was the Agency team which had the passion and commitment. Then we had a client who appreciated our efforts and willing to step out from tradition. Of course, the real winner was Disruption,” she said, adding “the combination was explosive in convincing the eminent Effies Jury that we were among the best.”

Effies 2010 had 87 entries of which there were only 16 awards. There wasn’t a single Gold — just five Silvers — and 11 Bronzes. This is a clear indication of how stringent the marking system was.

Incidentally, it was a fitting celebration for TBWA\TAL on the eve of their fourth birthday in December. From 2006 the agency has grown in stature and performance and has a diverse client portfolio led by Aviva NDB Insurance, Ceylon Agro Industries (Prima), Standard Chartered Bank, Etihad Airways, Central Finance, A. B. Mauri and Hemas Hospitals . TBWA\TAL together with TEQUILA Sri Lanka — the BTL and Activation focused sister company, thinks above, below and through the line to give total integrated solutions to clients.