JWT's RMG Connect completes one year

RMG Connect, the specialised BTL brand activation company of JWT was set up a year ago to engage consumers at retail level and gain trial/brand share. Since its inception in Sri Lanka the company has undertaken innovative methods to package and brand HSBC's financial loans and market credit cards to suburban audiences living out of Colombo.

RMG Connect has also used innovative methods to raise significant awareness of UAL's motor insurance product by drawing drivers to a road side free tyre pressure, radiator and limited grooming check. Whilst this seven minute check is in progress product details of UAL motor insurance product are shared with a captive audience.

Behind the success of RMG is General Manager, Shivi Jayasinghe - RMG who leads a highly primed team to work at the retail level. Ms. Jayasinghe said that more and more brands are moving towards brand activation, which tends to deliver immediate sales returns on the investment made in the activation program. She believes that giving consumers a direct experience of the brand at the point they make a decision contributes in making the program highly effective.

Rienzi Martinesz of HSBC said. "We have been in partnership with RMG Connect since October 2005 when we organised the first ever lifestyle loans fair in Sri Lanka which was held at the SLECC. Since then we have been in partnership, organising two more fairs in Colombo and Kandy and we hope to continue to take it round the country.

Due to their professionalism and ability to understand the market, we have further tied up with them on Credit Cards Town Storming Project, which is being carried out in Colombo and the suburbs in addition to the outdoor work done by them."