Advertiser: Nippon Paint (Malaysia) Sdn Bhd Brand: Nippon Paint Creative Agency: - Credits: Wong Tse San (Client Services Director), Tan Soon Liang (Associate Digital Director), Janise Shiaw (Media Planner), Ooi Hoay Lee (Media Buyer), Wong Siew Wai (General Manager), Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)
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.
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.
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.
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.