Softlogic Life wins Brand of the Year at Effies 2018

Softlogic Life Insurance PLC became the youngest Sri Lankan brand and the only insurance brand in Sri Lanka to walk away with the coveted Brand of the Year award at the recently concluded Effie Awards 2018 held at Waters Edge, Battaramulla. Softlogic Life bagged a total of five awards – two golds, one silver, and two finalists – making it the only Sri Lankan brand in history to win two gold awards in a single year, a press release stated.

Beating some of the leading brands in the country, Softlogic Life won the Brand of the Year award for their unique “Leda Leda” campaign that changed the perception of insurance in the country. The winning campaign was deemed gold quality by the jury panel whose selection criteria were creative and effective advertising. The Brand of the Year award makes Softlogic Life the only Sri Lankan financial services brand ever to win this accolade at the Effie Awards.
The other awards won by Softlogic Life at the Effies 2018 were two gold awards in the David vs. Goliath and Insurance categories, the silver award in the Use of Influencers category, and two finalists awards in the Corporate Reputation and Media Partnership categories. Softlogic Life now joins an elite circle of brands that have won gold awards; only 10 gold awards have been awarded so far since the Effie Awards’ inception in Sri Lanka.

Expressing his views about this historic achievement, Softlogic Life Managing Director Iftikar Ahamed said: “A three-year-old life insurance brand winning not only five awards, which included two golds, but the prestigious Brand of the Year award at the Effies is an unprecedented achievement for all of us at Softlofgic Life. The Effies are the global benchmark of effectiveness in marketing communication, and it is a great honour for us to be recognised at such a platform.”

The judging process of the Effie Awards is considered to be very stringent as judges are asked to evaluate specific criteria in scoring each marketing case’s overall effectiveness and provide four separate scores analysing particular attributes of the work. The four criteria are strategic communications, challenge and objectives, bringing the idea to life (includes the creative and media strategies and the work itself), and results. The Effie juries are comprised of some of the eminent and most experienced business leaders, who evaluate the entries on all aspects of each campaign’s effectiveness.

Softlogic Life Head of Marketing Kavi Rajapaksha said: “From our inception, we have been keen on driving the higher purpose of enhancing the quality of Sri Lankan lives versus just marketing products or services. We were brave enough to go against accepted industry norms and produce positive, relevant, engaging communication instead of the usual negative, fearmongering commercials to inspire people to live happy, healthy lives.”