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Challenge
In 2008, we owned a successful home makeover show with 35% channel share, reaching 1.4 million viewers. But recession in 2009 put paint sales under great pressure. Consumers were not motivated to paint. We needed to leverage on a successful branding opportunity to move sales and build market share.

Solution
While Deko Idaman 1 was a TV success, it did not translate to immediate sales for Nippon Paint. We realised that the lack of response stemmed from consumers’ fear of wasting money if they ended up using the wrong colours and the inability to visualise the end result. The strategy was to remove these barriers by allowing them to experiment online and ‘see’ the end result without spending anything or picking up the paint brush.

Execution
Within the TV show, we drove viewers to the micro-site to dabble with our first-of-its-kind online application which allowed them to change the colours of the very rooms they saw on TV with their own colour choices! They could also submit photos of their homes to be virtually made-over by NP professionals with their choices of colours. An online forum was also hosted to allow viewers to ask NP for paint and décor advice.

Results
The online campaign served 7.1 million impressions with an impressive CTR of 0.42%. Microsite generated 3.36 million impressions – this is in addition to the 1.5 million viewers who tuned into the TV program. 20,000+ interacted with our first time ever online colour-scheming services. Sales jumped 18% year-on-year.

Background
With more people choosing alternatives to evaporated milk, stagnant sales for IDEAL weren’t a surprise. Even the strong affinity that was built with our target was beginning to fade. A strategy was needed to revive the brand by offering a new purpose, expanding the current product usage to push sales.

Solution
IDEAL Selebriti Chef – a branded reality cooking program – was created to discover IDEAL chefs from ordinary but aspiring housewives who indulge in cooking.
The program challenges the contestants to create new recipes using IDEAL evaporated milk. To glamorize the entire project and entice more participation, the winner will be IDEAL’s Selebriti Chef and will appear in IDEAL advertising and promotional activities and have a recipe book published under his name!

Execution
Produced with TV3, 8 inspirational episodes that illustrated IDEAL recipes creatively, to introduce the audience a fresh original way to tantalize the taste buds and yet, being simple enough to be used in everyday lives. IDEAL’s versatility was showcase, strengthening its association with daily kitchen indulgences. To add a glamorous touch, a celebrity chef host and judge were featured that sealed IDEAL’s premium image.

Results
Ideal Selebriti Chef had the highest TVR amongst all other branded reality cooking shows (Malay MWH HHI 2k+) and 25% higher ratings than award-winning “KisahKaisara”. Its final episode garnered 42% viewing share against all other Malay stations! Sales experienced double-digit growth in 6 months. IDEAL share-of-market (SOM) increased by 1% point.

Challenge
Malaysians first fell in love with Viva back in 2007. However, as the years passed, the love started to fade as Malaysians got inundated with newer and sexier options. We desperately needed to rejuvenate the love and reignite the flame for Viva but we only had RM50,000.

Solution
In the past, Viva serenaded the nation with exclamations of how much “Viva Loves Malaysians”. We knew if we ran print or TV ads to reignite the flame, it would be a one-way relationship. Instead, we turned it around. We invited Malaysians to woo Viva in front of the whole nation by unashamedly decorating their beloved Viva with the most creative and outstanding design. The staunchest lover will be rewarded with a brand new Viva.

Execution
We went to the #1 weekend newspaper with this contest. As the prize was to give away a new Viva worth RM50,000, Mingguan Malaysia was happy to offset the media space with the worth of the prize. Malaysians were asked to decorate our print ad showcasing a plain Viva, in the most creative and imaginative manner. The winner not only won a new Viva, he had the option to paint it with his winning design!

Results
More than 10,000 entries were received within 4 weeks. Most of the entries showed tremendous creativity, painstaking hours of hard work and love – surprising the judges and client. PR generated tripled the media investment. Brand engagement with every contestant averaged 72 hours.

Challenge
Despite leading the category in terms of SOV and Top-of-Mind-Awareness, Nippon Paint’s brand preference score has been stagnant for some time. Being in a low involvement category also means that brand affinity cannot be built overnight. It is a continuous effort, an accumulation of engagements across many platforms, overtime.

Solution
It is not very often paint brands get to be in a non-décor related shows, what more a comedy. But when Phua Chu Kang, the successful TV series about the BEST contractor in Singapore, decided to leap onto the big screen, we saw this as a strategic fit for Nippon Paint. It allowed us to showcase our products and services, exposing our brand in a non-intrusive way. Creating affinity through comedy.

Execution
Scripts were carefully carved & sculpted to integrate the brand into the story. NP products were subtly built around the story line, to ensure audience saw it but not turned off by it. Through laughter, our services were weaved in. Through tears of joy, our products were showcased. Further leveraging on the opportunity and PCK’s popularity, we brought the PCK cast to an exclusive event to meet our most loyal customers!

Results
Total brand exposure exceeded investments by 5x. For the first time ever, a paint advertiser owned the BIG SCREEN with integrated brand content. More importantly, improvements were seen on many parameters of our brand health check. Brand Consideration grew 7% yoy. Brand Image grew 5% yoy (Source : Synovate).