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Loops wins Black Dragon for ‘This Could Be You’ 

24 Oct 2021

  • The Loops team on marketing an investment culture among Sri Lanka’s youth
Sri Lanka’s creative spirit is world-class, and last week, we once again proved that we have what it takes to shine on the global stage, with Loops Integrated being awarded a Black Dragon at the recently concluded Dragons of Asia Awards for their inspiring and effective “This Could Be You” campaign for Softlogic Invest.   Loops’ “This Could Be You” campaign for Softlogic Invest won its Black Dragon for “Best Product Launch or Relaunch Campaign”, and this win made Loops the only agency from Sri Lanka to receive a Dragon in this category, amongst other top agencies in Malaysia, China, Pakistan, and India. Loops is an award-winning creative-led integrated marketing agency with operations in Sri Lanka, Qatar, Malaysia, and Australia. The agency has worked with over 250 brands in 15 countries and has over 50 awards for its efforts in creative and digital excellence, awarded by both international and local bodies. In celebration of this win, Brunch chatted with some of the team from Loops who worked on the “This Could Be You” campaign to learn more about how they approached marketing a company like Softlogic Invest to young Sri Lankans.  [caption id="attachment_169439" align="alignleft" width="220"] Emanthie Peter[/caption] Loops Assistant Manager – Brand Servicing Emanthie Peter shared with Brunch that, as an agency, Loops was very excited to have been awarded a Black Dragon, adding that the achievement is that much more commendable because they were competing against agencies from other Asian countries like Singapore, Taiwan, and the Philippines. Speaking on what made the “This Could Be You” campaign unique, Peter explained that Softlogic Invest was a completely new brand that was introducing investment to the youth market amidst the uncertainty of the pandemic. Unlike the other brands in the investment market, Softlogic Invest was 100% youth-focused focusing solely on clients within the age group of 18-35, a market that was previously largely untapped. Promoting investment amidst a culture of spending Softlogic Invest is Sri Lanka’s first youth-focused, 100% end-to-end digital investment product in the open-ended unit trust industry. As a brand, Softlogic Invest aspired to create an investment culture among youth, inviting them to invest in a money market or equity unit trust with only Rs. 5,000, using just a smartphone. [caption id="attachment_169440" align="alignright" width="228"] Perez Daniel[/caption] As a new entrant to the industry, Softlogic Invest has blossomed, successfully capturing 57% of new accounts opened industrywide, within just its first year, among many other feats; including becoming the highest and second highest contributor to growth in the equity and money market unit trust categories, respectively. As an investment company aimed at Sri Lankan youth, we asked the team at Loops what was most challenging about creating a campaign to speak to Sri Lankan youth about investing in their financial future. Loops Executive Creative Director Perez Daniel shared that the team paid special attention to overcoming the general Sri Lankan culture of spending. “In general, Sri Lanka is a spending culture,” Daniel explained. “That is how society lives, and when we look at the second generation, they’ve also grown up with this attitude of ‘let’s spend’, whether it is on the best new tech device or just the next coolest thing.” Daniel also explained that this culture of spending is reinforced by the previous generation and in order to drive home the message of investing and saving, there needed to be broader behavioural change to promote this line of thinking in the middle of a culture that already gives you very difficult ideas on how to spend and manage your finances, and so, Loops focused on speaking to youth on bringing about change and countering the spend culture. The ‘This Could Be You’ campaign [caption id="attachment_169438" align="alignleft" width="243"] Anoj Wijayaratne[/caption] Loops Head of Digital Marketing Anoj Wijayaratne took Brunch behind the creative curtain of “This Could Be You”, sharing that in order to connect with its audience, the team focused on the simple dreams that most youth have but are not able to achieve because of ineffective financial planning. “These were not high-end dreams,” Wijayaratne explained: “They could be as simple as a shopping experience or a trip overseas or a new tech device. They (the audience) are a very experiential generation and think they need to be significantly ‘loaded’ or cash-rich to achieve these dreams and often don’t realise that with proper planning they can achieve these dreams sooner.” From a creative angle, “This Could Be You” created people and characters who are living out these simple dreams. “In a simple sense, we wanted to say ‘this could be you if you plan things right’ and that’s how we arrived at the concept,” Wijayaratne said, explaining that the team identified a few of these key dreams to grab the attention of their audience and motivate them with a clear call-to-action across all their materials so people could easily visit and register with Softlogic Invest. While “This Could Be You” was primarily a digital campaign, the campaign did translate offline with a few physical activations as well, drawing on the same core idea of achieving your dreams, selecting a few highly-priced value items and showing the audience that these items could be theirs for just Rs. 5,000 and driving them to Softlogic Invest’s platforms.  Speaking on how the campaign came together, Daniel explained that one of the most exciting things for Loops, as an integrated service agency, was being able to let their creative teams, both digital and traditional, collaborate fully, saying: “Both our teams came together and it was this fluidity in terms of operations, understanding and solidarity, and of course, a client who understood the idea and the impact it could create, that made this such a fantastic collaborative effort.” Wijayaratne also spoke about the importance of collaboration between teams, explaining that often, a traditional creative agency comes up with a concept that a digital team is then expected to amplify or enhance, a process that can sometimes limit potential. Loops, as an integrated agency, is able to build digital in as a core element of the creative process which leads to more impactful campaigns. As an agency with a younger team when compared to other agencies, Peter added that it was very exciting for the team at Loops to work on a campaign that was youth-focused. “We could think along the lines of what we wanted and were working with a brand that was fun, quirky and youthful,” she said. “As a client, Softlogic Invest gave us a lot of freedom creatively and allowed us to think out of the box which helped a lot.” Some Loops life-hacks Fresh off their big win, Brunch asked the Loops team for some of their top tips for companies brands to connect with Sri Lanka’s youth.  For Daniel, experience is key to the young audience. “They don’t want to hear how awesome your brand is unless they can experience it,” Daniel said, adding: “Gone are the days when someone sees a poster, print ad, or TV commercial and walks into a shop to buy something. The younger audience knows how to do a comprehensive analysis. Brands need to deliver on what they promise, and some brands don’t understand how that promise can become an experience.” For Wijayaratne, it is important for all brands to become more human. “Brands need to stop communicating to youth consumers as brands, and talk to them more on a personal level. If you go about being a big brand, then you need to identify the human connection part to become more relevant and maintain a more conversational approach when connecting to your audience.” For Peter, it’s all about maximum impact, “Young people don’t have time and their attention focus is very low,” she said. “We meet to meet their pace or we will lose them.”

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