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Little Imaginators / Disappearing Influencers

Client

Ceylon Biscuits Limited

Market

Sri Lanka

Positive Provocation

Holistic media approach built around co-media consumption habits targeting complimenting audiences to drive awareness. Bringing in innovations to boost the hype.

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Our
approach
01.
Challenge

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.

02.
Insight+Strategy

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,

03.
Activation
  • 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the core message through digital, Wavemaker instigated a clutter-breaking innovation where Sri Lankan YouTubers ‘unpublished’ their YouTube channels & republished within a few days with a powerful message highlighting the importance of igniting creativity and imagination of children.

Results

Marking a milestone, ‘Wonder Crystal’ was recognized as the book with the greatest number of alternate endings by the “Guinness Book of World Records”. The book was completed with 1,800 different endings written by children of age 6-12.

Awards & Recognition
WARC Awards for Media: Global

GLOBAL Bronze

4M
People Reached on Digital
2M
Engagement on Digital

Disruptive campaigns are often exaggerated; but here's a true exception - Wavemaker Sri Lanka executed a truly original idea that made the audience stop, listen & absorb the campaign's message. Making influencers disappear was an original attention-grabbing thought that connected back perfectly to our campaign message
Janmesh Paul Antony
General Manager, Marketing - CBL Munchee

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