Avantha Jayasinghe, Bashitha Eranga, Charitha Waidyaratne, Sameera Ratnayake, Nuwan Gamage, Madhura Hiripitiya, Shazana Ismail, Vijitha Suranga, Shalinda Halpe, Arindha Abhayaratne, Sandun Lakmal, Prasanga Jayathunga, Shemani Amaratunga receiving the award
Pioneering digital agency Shift recently won the only metal at the prestigious SLIM DIGI Awards 2018, for its innovative ‘Digimore’ campaign that was created for telco giant Etisalat Sri Lanka. Securing a silver award in the ‘Telecommunication / IT / Internet and Software’ category, the win stands asa key milestone in Shift’s iconic journey and marks its transition into a fully-fledged agency.
Shift’s ground-breaking campaign for ‘Digimore’ was a bold and out-of-the-box idea that was brought to life on multiple digital channels, using insight driven analyses, creative messaging and programmatic targeting. Whilst addressing a dip in data revenues, Etisalat needed to strengthen its brand identity and resonance with youth – the largest consumer base for data driven products. Etisalat needed to sell a product and increase engagement with this all-important target group, that has always been the focus of the entire industry and is constantly bombarded by bigger, better promises, offers and deals.
The brand needed to stand out from its competition, cut through the noise of the market-place and become truly relevant in the eyes of the nation’s youngsters. Harnessing an in-depth understanding of youth – their passion to live life on their own terms, rebel against the status quo, go after their dreams, back the underdog and shun materialism – the ‘Digimore’ app was created to offer Etisalat’s voice and SMS products and cater to the data needs of young people beyond the conforms of traditional commercialism.
To create hype about ‘Digimore’, a ‘Digi Mob’ of masked youngsters on bikes, was deployed across key hotspots in the city, and in the darkness of night, they created striking graffiti featuring the app’s distinct ‘D’ logo. Videos of their work went viral and took social media by storm and the story was rapidly circulated on third party news sites and community platforms. Commenting on the campaign and Shift’s unique DNA, Sujeewa Samarasekera, Founder and CEO of Shift stated: “Our company was founded 10 years ago with the vision of creating impactful shifts in the country’s digital landscape. Young at heartand driven by a talented team of over fifty dynamic, multi-talented professionals, our work is fueled by passion, insights and a call to continuously set new precedents in the communications industry. The ‘Digimore’ campaign for Etisalat Sri Lanka, shows our ability to address the unique problems that brands may face and find fresh and innovative solutions for them that go above and beyond traditional approaches.”
Also commenting on the win, Chrishani Kotalawela, Managing Director of Shift stated: “I am extremely proud of our team for once again showing their ability to deliver a novel and effective campaign that exceeds expectations and facilitates a meaningful shift at an industry level, for both our client and for us as an agency. I look forward to us taking on even more campaigns that draw on the power of great talent spearheaded by Prasanga, Sandun, Charitha, Izky and Vipula, technology and gutsy creativity.”
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