Advertiser: Vizeum Media Services (M) Sdn Bhd Brand: Nippon Paint Creative Agency: - Credits: Wong Tse San (Client Services Director), Janice Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint), Siow Shy Teng (Senior Brand Executive, Nippon Paint)
Though Nippon Paint is already the #1 paint brand in Malaysia, it lagged behind its competitors when it comes to brand preference amongst the Chinese. It also works against Nippon Paint as its Chinese name literally reads “JAPANESE PAINT” which faced resistance by the older generation of Chinese.
Working with Nanyang and Astro AEC, we penetrated into New Villages, with schools as our focal point to engage with the Chinese. NP sponsored the entire make-over for schools of each Village, creating a brand new environment for the Village children and effectively became a NP “billboard”. Further engaging the children, we created a customized colouring contest featuring our endearing icon; the Blobbies, where they could win paint to make-over their own homes too!
In a carnival-like atmosphere, we turned the re-painting of the school into an entire Village affair. Parents did their part in the re-painting ‘gotong-royong’ whilst children enjoyed themselves mingling with the beloved Nippon Paint icons, the Blobbies and a colouring contest. These heartwarming stories were re-told in the press and supported by a series of TV documenting 50 years of New Village in Malaysia. We did this not just with one but eight Villages nationwide!
Entire campaign across 8 Villages plus on-air and press coverage cost only RM 80,000 with ROI 3x. The TV documentary on the history and stories behind each New Village reached out to 196,000 weekly viewers. Brand preference for NP amongst Chinese improved 17% points YOY.
Advertiser: Nippon Paint (Malaysia) Sdn Bhd Brand: Nippon Paint Creative Agency: - Credits: Wong Tse San (Client Services Director), Fong Pei Shih (Media Director) Janise Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)
Even though NP has very high SOV on TV and outdoor, smaller competitors were crowding into the scene – diluting our presence. Crucially needing to find a new space to “colour”, Radio was chosen as no other paint advertisers were there. But how do you sell colours on radio?
Instead of selling colours, we sold dreams. Who wouldn’t want a total make over for their homes? A contest was created for listeners to win their dream make-over. But what the listeners did not know was that their rooms will be made-over by the DJs themselves, giving it a celebrity twist! The masterpieces were then posted online and served as a permanent colourful palette to be shown off to the winners’ friends and family.
Heavy on-air promotion to drive the awareness and participation for the home make-over contest. All DJs underwent a workshop to learn painting techniques and colour combinations. And because different DJ was assigned to different make-over, this made them more enthusiastic to talk about it on-air and blog about it after each project. They ‘contested’ with each other on whose make-over was more attractive and this gave us huge a following both on-air and online.
For the first time, a paint advertiser owned the airwaves with one-of-a-kind contest, turning DJs into painters. Colours were “sold” as listeners became curious with what the DJs have done to the winner’s rooms. Campaign reached 2 million listeners. Total brand awareness reached all-time high of 91% in Q409.
Advertiser: CIMB Bank Brand: CIMB Prime Plan Creative Agency: Vizeum Media Services (M) Sdn Bhd Credits: Tan Soon Liang (Associate Digital Director), Saurav Bhowmik (Strategic Resources Director), Wong Tse San (Client Services Director), Joanne Yau (Associate Media Director), Ruby Subramaniam (Junior Digital Planner), Melissa Chan (Vice-President, CIMB Bank), Kenneth Teh (Assistant Vice-President, CIMB Bank)
Prime Plan is a new product that is targeted to the lower mass affluent consumers who were looking out for a rewarding lifestyle experience. Google Search was incorporated in the campaign to reach the audience in a subtle manner – allowing them to first familiarize themselves to a new product.
We used our econometric learning and identified that the highest conversations happen after a threshold level of impressions have been served to the consumers. So instead of using a relevant range of ad groups which is a standard approacch in Search, our strategy was to serve “click-less” impressions to garner higher visibility. This meant that users had high exposure and were familiar with the ad before clicking, leading only quality traffic to the website.
“Click-less” positions are the areas within a search result page where users were looking at but not clicking. Our text ads were purposely positioned in those areas so that, although users wouldnÆt click on them, we still achieve visibility. This meant free impressions or advertising for us. Once a desired level of awareness was achieved, the text ads were rephrased and moved to better positions which lead to a higher and more qualified click-through.
The campaign budget lasted longer than ancipated, achieving a huge number of free impressions that icnreased awareness for the product. This out-of-the-box strategy delivered impressive results: Average cost per click was 35% lower than planned. Campaign achieved 75% more clicks than planned; driving high traffic to the microsite.