Colombo - Saatchi & Saatchi Sri Lanka has filled in the gaps of Sri Lanka’s major English and Sinhala newspapers in an innovative media campaign for Swisstek Grout, a product of Sri Lanka’s reputed Lanka Walltiles Group.
Applying a new idea to a traditional medium, the campaign filled in the gaps left between articles, the same way Swisstek Grout is used to fill in the gaps left between tiles. Both creative and media teams worked closely with Sri Lanka’s major newspapers to utilise broadsheet space and maximise effectiveness amongst the target audience.
“The Swisstek name is trusted among Sri Lankan consumers for its quality and durability over foreign competitors,” explained Dushantha Ahangama, CEO at Saatchi & Saatchi Sri Lanka. “With homebuilding being one of Sri Lanka’s largest industries, maintaining Swisstek Grout’s brand equity is paramount to driving sales in order to secure market leadership.”Carlos Anuncibay, Executive Creative Director at Saatchi & Saatchi Sri Lanka added, “Homebuilders come from various backgrounds all across Sri Lanka, so a simple visual representation of the product proved the most effective way to communicate an idea that would be universally understood.”