Little Imaginators / Disappearing Influencers

Munchee is a biscuit brand loved by people from around the world and is a name that has resonated with Sri Lankans for many years.

Munchee initiated ‘Little Imaginators”, a campaign to tap into the world of creativity among kids. In this regard, “Wonder Crystal”- an open-ended book written by veteran Sybil Wettasinghe, a reputed & famous children’s’ book author was launched on Children’s Day 2019.

The challenge was to capture children across Sri Lanka to participate in completing the ending of the book through creative drawings and writing.

The insight was that children in present age in both rural and urban sectors of Sri Lanka are succumbing into the rat-race mainly forced by parents, resulting in very little room to foster creativity. Hence, influencing parents was a critical component to drive the initiative.

The strategy was to communicate the essence of the campaign to a mix of target audiences, children & parents. We identified specific co-media consumption habits & adapted a holistic approach in order to o capture these cohorts effectively,

• We established awareness through ATL, BTL & Digital with burst level visibility.
• The campaign launched with 10,000 copies of the book printed and distributed among school-going kids. To further increase net reach, we incorporated the book into kids’ tabloids & initiated a braille version to ensure engagement of all kids in Sri Lanka.
• To further amplify the core message through digital, Wavemaker instigated a clutter-breaking innovation where Sri Lankan YouTubers ‘unpublished’ their YouTube channels & republished within a few days with a powerful message highlighting the importance of igniting creativity and imagination of children.