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230i huffed and puffed and drew massive crowds to the Big Bad Wolf Book Sale

Reaching over 2,800,000 on social media

230 Interactive, one of Sri Lanka’s most innovative Digital Media Agencies, recently partnered with the Big Bad Wolf Book Sale to create awareness, stimulate conversation and engage audiences. This was the first time the Malaysian book sale that tours around Asia came to Sri Lanka and ran for a period of eleven days nonstop at the Sri Lanka Exhibition and Convention Centre.  The book sale and exhibition attracted over 100,000 people, within this short period.

Nigel De Zilwa, Digital Creative & Strategy Director, 230i said, “Working on the Big Bad Wolf account and with the team provided us with the rare opportunity of really pushing the envelope in relation to the brand. Our insight in introducing the brand to Sri Lanka came from treating the brand as an actual living character that spoke directly to his fans, responding in person and enjoying Sri Lanka for the first time as any other visitor to the country would. He was a sarong wearing, Ayubowan howling sensation that took Sri Lanka by storm and he made over a hundred thousand new faithful friends, brand loyalty at its best.”

Speaking about the partnership and the success of the event Dipak Madhavan, Partner of the Big Bad Wolf Book Sale Sri Lanka said, “We at Big Bad Wolf Books came to Colombo for the first time in 2017. Our usual approach is to take up to a year, from the first idea to making arrangements and selecting partners, to actually arriving and setting up our sale. In Sri Lanka, we decided to expedite the plan to action within just four months.”

Dipak further added, “230i won us over initially, primarily because of how well they captured the brand essence, perfectly and very quickly, at the pitch stage. From inception, they have delivered above and beyond and adapted well to a very intensive way of working, as we do in BBWBS. Despite Sri Lanka’s digital footprint being relatively small, 230i has quite successfully managed to create a strong presence on social media for us, understanding the market really well and coming up with interesting and out-of-the-box ideas.”

“Sanjay and his team at 230i have done an incredible job promoting Sri Lanka’s first Big Bad Wolf Book Sale. From day one they have come up with and executed digital marketing strategies and engagement that have brought in the crowds and spread the love for our mission – offering great books at affordable prices. We have been so impressed, that we have engaged them to work with us in other countries too!” comments on behalf of Big Bad Wolf Books Andrew Yap – Managing Director in Malaysia.

230i have managed to garner much hype and excitement on Big Bad Wolf by getting over 2,800,000 people being reached over a period of eleven days with multiple points of engagement.  Providing Big Bad Wolf with a multi-layered approach to customer engagement which involved on-ground activation, digital media advertising and social media. 230i worked with multiple active online groups to help spread the message, by turning social media into a powerful referral network taking advantage of the vitality of digital. This resulted in minimum digital ad spend on the results achieved.

Sanjay Mendis, Co-Founder of 230i had this to say. “With the successful completion of 10 years within the Digital Marketing arena this year, 230i added another milestone with Big Bad Wolf Books. Consisting of a complete digital marketing campaign, with minimal impact from other sources of advertising, we achieved a cult status among readers by taking a multi-national brand and making it relevant to Sri Lankan’s, within a short period of time. The Big Bad Wolf Book Sale was well publicised through social media and achieved virality among book enthusiasts from all walks of life, through instant fan conversions and a strong word of mouth presence. The Sale attracted a wide audience, curious to be a part of Sri Lanka’s very first 24-hour book sale, resulting in free media publicity.”

230i provides digital campaigns, social media content, influencer and activation marketing, web and mobile app development, media planning and buying as well as digital research, analysis and social listening.


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