‘Broad hands with broadband', created by Leo Burnett, shows the advantages of using broadband, as well as highlighting the ease and accessibility of the platform. It targets Sri Lanka's teenagers and young adults, who use the internet for research, entertainment, and socialising.
The digital campaign shows that, with high-speed broadband, internet users engage in ‘hand workouts' because fingers are more active than before. The site will feature hand ‘workout videos' and mock testimonials from consumers' hands. It will also provide links to social networking profile pages for the characters.
Sri Lanka Telecom will also host a competition encouraging viewers to submit videos of their own hand characters, which will later be viewed and voted on by site users.
Viral emails and online media will be used to promote the campaign.
