CBL Sera Kottu Kottu won 6 category awards at the SLIM Digis 2.2 for its experiential digital marketing campaign ‘Grand Theft Kottu’, initiated in collaboration with Convenience Foods (Lanka) PLC (Subsidiary of CBL Group), Isobar Sri Lanka and Kaali Projects. The Grand Theft Kottu campaign won the Gold Award for Digital in Food and Beverages Category in the FMCG Industry, Silver Awards in four categories including; Best Use of Experiential Digital Marketing, Small Budget Impact, Cross Digital Platform Integration and Gaming, Gamification and Use of E-Sports and, a Bronze Award for Best Digital Marketing Innovation judged across all industries. The SLIM Digis celebrates Sri Lankan’s best digital marketing endeavors, innovation and talent and recognized the region’s growing influence on the global digital industry. The campaign’s multiple wins stand out this year as SLIM Digis 2.2 witnessed the largest number of entries in its history for the competition.
The Grand Theft Kottu digital campaign used Grand Theft Auto, the world-renowned gaming series and open-world action-adventure game to create an interactive digital platform with the Brand Association of Sera Kottu Kottu. The team modeled the GTA 5 platform to create a replica of Colombo and other iconic landmarks of Sri Lanka, picked popular gaming streamers, and equipped them with Sera Kottu Kottu Branded trucks. The online streamers, each playing a specific role took the fans on an immersive journey complete with sights, sounds, and interactive gameplay. They were also given the opportunity to buy Sera Kottu Kottu on Social Media Platforms in real-time.
“Grand Theft Kottu was a trailblazing digital campaign, providing our target audience with an exciting, experiential interaction, linking e-selling via Social Media platforms and creating marked interest and enthusiasm about the brand. The awards celebrate the hard work and efforts of the Marketing Team and Isobar Sri Lanka, in bringing out such a novel concept to life,” said Jayanga Perera, General Manager – Marketing, CBL Food Cluster.
Launched in 2017, Sera Kottu Kottu is an easy to prepare, hygienic, convenient meal for youth and home makers, enabling Sri Lankan’s to enjoy their favourite ‘kottu’ in the comfort of their homes.
“Immersive, experiential digital campaigns have become integral for successful digital marketing campaigns and we felt the need to create something that stands out from the clutter. The creative process, insights and hard work that went into this campaign have resulted in a significant impact on our digital landscape. ” said Nuwan Rathnakirthi – Marketing Manager, Convenience Foods Lanka PLC.
Mohenesh Chamith Buthgumwa, Vice President, Dentsu Communications said, “This campaign is a landmark in local digital marketing history and the single most awarded campaign in Digis history. It was an honor that this was the first gaming campaign in the APAC region to bring glory to Sri Lanka and win the first gold for gaming at SLIM Digis 2.2. It’s heartening to see other agencies and brands jump on board the gaming bandwagon after seeing the potential of adopting gaming into the marketing mix.”
Earlier in the year, Sera Kottu Kottu won the coveted Black Dragon Best Innovative Idea or Concept Category for Grand Theft Kottu at the Dragons of Asia Awards, marking the first time that a Sri Lankan brand won an award in gamification