Highly effective campaigns can be accomplished on very small budgets - LMRB analysis on Benchmark's Silver Effie Winning campaign
Mango, a pen brand with a recorded market share of less than 10% managed to create brand visibility among over half a million visitors, generate over 65,000 visitor trials and garner a sale of over 35,000 pens in a span of just 9 days at the Colombo International Book Fair; an extraordinary feat that was substantially above norm. The brand's innovative approach to attracting visitors secured them a Silver medal at the Effies.The approach involved displaying authentic student art, made on real school desks. The desks were displayed to the public alongside rolls of writing paper that offered visitors a chance to unleash their own thoughts with a Mango pen. The campaign brought to life the brand's slogan "It's ready to unleash your feelings"