In order to launch the brand idea of ‘Get Stolen’ in an innovative manner, JWT designed and executed the stunt while Mindshare negotiated with three of Sri Lanka’s top radio stations: Hiru FM, Sooriyan FM and TNL to stage a kidnap of their top male morning and evening show hosts. DJ Ara who hosts the highly rated Breakfast Drive on Hiru FM, Nava of the much loved ‘Endrendrum Punnagai’ Evening Show on Sooriyan FM and Jeff of the TNL Big Show fame did not turn up for their respective shows on Monday. All three shows were carefully picked because they were co-hosted by female DJs. The three different audiences were told that each respective DJ had gone out the previous day to buy a T-shirt and had not been seen since. Then a great search operation for the missing DJs was orchestrated on radio through calls, SMS and the Internet. Listeners were given clues as time progressed urging them to call in with information. Calls were staged to the DJs’ homes, friends and the owner of the shop which they visited last. Clues such as the colour of the T-shirt and a mysterious ‘yellow van’ were cleverly given out through on-air ‘eye witness’ calls to the station. The female co-hosts who urged the listeners to look for the DJs also received ‘threatening calls’ from an anonymous ‘gang of girls’ who claimed that the DJs were safe and enjoying a good time in their custody.

The response was overwhelming. Worried fans from all around the country flooded the station and the special hotlines set up by JWT with hundreds of calls.

Several listeners claimed to have spotted the DJs in the now famous ‘blue and white striped T-shirt’ in various far off places in the country. Calls and text messages poured in. One concerned listener from Jaffna voluntarily offered Rs. 1,000,000 as a reward for anyone who found Nava! Fans thronged the offices of the radio stations in a show of solidarity for their favourite DJs. “As a radio station, we were excited about this idea which in my opinion is a breakthrough media innovation which actively engaged listeners,” said Mr. Rayynor Silva, Managing Director of ABC Radio Networks.

Phone videos of the infamous ‘yellow van’ involved in the ‘kidnapping’ spotted by two fans were posted on Youtube and Facebook and various theories emerged as listeners actively involved themselves in the search.

This is the first time in Sri Lanka that a brand has attempted a stunt of this nature and magnitude. DJ Ara and Jeff reappeared halfway through on their respective shows on Wednesday and revealed the story of their ‘kidnap’ while Nava had to be brought back on-air the very next day due to overwhelming demands from  frenzied listeners.

“As an advertising agency in the modern market, JWT has always strived to create ideas that people want to spend time with. We believe in creating brand experiences which actively involve the consumers in an engaging manner. An innovative exercise of this nature cuts through the clutter and ensures our clients get the maximum possible ‘top of mind share’ in the consumer’s mind in a stagnant market,” said Thayalan Bartlett, CEO of JWT.  “We believe in advertising that resonates with consumers and whole heartedly supported this initiative. Such work will not fail to deliver results,” stated Murshid Mowlana, Marketing Manager for Reborn T-Shirts.