ADA Sri Lanka bagged the Bronze Award in the Best Use of Mobile Integration category at the recently concluded Mob-Ex Awards 2022. The title was awarded to ADA Sri Lanka for its innovative campaign executed for Sunshine Holdings under the brand Watawala Tea.
Held for the 10th year, the Mob-Ex Awards is a trusted entity that allows brands and agencies to determine the most successful mobile-related campaigns in the region. Awarding campaigns based on their innovative and forward-thinking nature, the Mob-Ex Awards is one of the most anticipated events for the digital marketing industry. This year, ADA Sri Lanka becomes the only Sri Lankan agency to be recognized at the Mob-Ex Awards, cementing their title as a leader in the Asia and ANZ regions.
Whilst Sri Lankans are known for their generosity in times of need, the COVID-19 pandemic posed an unprecedented challenge for citizens across the globe: restrictions in movement and sourcing goods for donations. ADA Sri Lanka, alongside Watawala Tea, rose to this challenge, integrating a mobile application for people to make a pledge and join the initiative of supporting 2000+ low income families who were affected by the pandemic.
The campaign, named Watawala Bakmaha Sathkaraya (Aid for Sinhala-Tamil New Year), gave the public the opportunity to be a part of a larger cause by simply making a phone call, even if they didn’t have the mode or means to make a donation at the time. With over 25,000 calls received, each making a pledge towards a helping another needy family celebrate the New Year festival; this campaign was deemed a resounding success.
Watawala Bakmaha Sathkaraya was a result of Sunshine Holdings’ mission to create meaningful engagement with their audience on a personal level. The campaign further utilized social media to draw the public’s attention to the novel concept that was launched during the Avurudu season. Through the mobile app, a simple donation campaign with limited scope was converted to a genuine engagement program, driving a positive brand association for Watawala Tea and standing as a true testament to the success of mobile integration.
“Watawala continues to be the most popular brand in the country. Watawala tea is loved not only because of its consistent quality, but also because of what it stands for. Every year the brand awakens and deepens the inherited values of our culture. During the Covid pandemic everyone was tested, and yet everyone had to stand for each. The brand extended its maximum support to help effected families, but it did not stop at that. Watawala reminded every citizen by triggering their conscience and getting their commitment via a phone call that they will help another family to celebrate the New Year festival even this year. We collaborated with ADA Sri Lanka, whose network and expertise ensured the effective execution of the mobile engagement campaign” said Farman Nizar, General Manager – Marketing, Sunshine Consumer Lanka Ltd.
With a vision to deliver the future of marketing by combining the best of data science, technology, creativity, and content, ADA is a subsidiary of Axiata Group, Malaysia and operates in ten markets and prides itself on providing solid data-driven strategies coupled with a strong execution leg to deliver results.
