Rollo Online Idol

The  worldwide pandemic brought about an Island wide lockdown for Sri Lanka. This lockdown meant that many youngsters were “grounded” with limited activities to do.

Rollo a brand that is youth centric, has many offline activities with the youth of Sri Lanka using Music as a catalyst to connect, was disconnected with the youth.

How does Rollo – a brand that related to its audience on ground – captivate and engage with their audience online.

A significant rise in digital consumption was observed during this period & we identified a trend where people fearlessly expressed their talents online through social media platforms.

Despite people showcasing their talents online there was no proper online platform to recognize, evaluate or rewards these talents.

As a brand which promotes fun times to the youth using music in most of its communications, we decided that we could bring the best of both worlds together – by launching Sri Lanka’s first ever online talent search competitions.

“Rollo Online Idol” was brought to life with the intention of showcasing the singing talents of our Youth from all parts of the country by bringing them together on to one online platform which would recognize & reward them

Three of Sri Lankas’s most sought after musicians by the youth of Sri Lankan comprised of the Judging panel. While the prize money was very attractive, we also included an opportunity for the top 7 finalists to be trained by one of the Judges, renowned for training some of the best artists of Sri Lanka.

The “Rollo Online Idol” campaign launched on digital and amplified it using TV,  with an aggressive poster campaign at semi urban, rural and deep rural outlets across the nation as this was an important touch point to communicate the message.

We developed a microsite which curated all the entries, giving visibility to the participants and viewers. The entries and its evaluation process was filmed and seeded on the site, at the same time the judges kept giving feedback on how to improve their performance for the next round.

With an overwhelming number of entries received within 21 days, 1000+ entries met the competition criteria.

The winners were chosen after 5 stages of screening and evaluations which consisted of filtering from 1000>100>30>7> to the top 3 winners.

While the top 3 were based on talent & performance chosen by the judges we also ran “the most popular singer” voted for by the online audience of Sri Lanka.