StageLight & Magic Inc 'laugh tax' by Leo Burnett
Leo Burnett has launched the 'laugh tax' campaign in a bid to promote the comedy sequel by StageLight & Magic about fictitious Sri Lankan President, Pusswedilla.
President Pusswedilla is given the task of introducing new taxes, a habitual sticking point for the Sri Lankan government which regularly uses them as a budget remedy to generate income.
The agency used the media to authenticate the campaign as a real tax launch, including national newspapers, TV interviews and public notices.
News relating to the Laugh Tax was also publicized using social network forums, including Facebook and Twitter.
Leo Burnett upped the credibility factor of the campaign by using a voice artist to mimic the voice of opposition leader Ranil Wickremesinghe in a radio broadcast response.