Malaysian Media Awards Winners Showcase

2014 | |

The World’s Largest and Longest Nippon Momento Colour Card

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Momento
Creative Agency: Naga DDB Sdn Bhd
Credits: Vizeum Media Services (M) Sdn Bhd — Janise Shiaw (Associate Media Director), Nicole Lee (Media Planner), Zef Goh (Media Planner), Frances Chong (Media Planner), Wong Tse San (Head of Communications Planning), Ooi Hoay Lee (Buying Manager); Nippon Paint (M) Sdn Bhd — Wong Meng Lee (Senior Manager - Marketing), Melodie Yap (Marketing Executive)

The Challenge
Nippon Momento, a textured paint with special 3D effects was launched in 2012. Sales were growing albeit very slowly. In order to grow sales, we need to make textured paint a trend. To be big and bold and as with textured paint, stand out.

The Solution – Insight & Idea
The acceptance of the product was still low mainly due to two key barriers: first, they do not know what or how texture feels like when we talk about textured paint. Secondly, they were afraid to pick up the brush to try the product. Fortunately, insights reveal that once they have seen and touched the actual wall painted with Nippon Momento, they immediately get mesmerized and wowed by it. Research also shows that 8 out of 10 who has seen and touched it, will immediately purchase the product! And when we show them the painting techniques, 80% of them said that they were amazed by the fact that it is easier to apply than normal paint. But all these could only happen at the dealers, which means limited reach and limited opportunities to sell! The solution: bring Nippon Momento colour chips out from the dealers to as many consumers as possible, in a bigger and larger format for maximum impact.

The Execution
We started out by creating probably the world’s largest and longest Nippon Momento colour card along KLCC Convex, the must-use walkway to KL Convention Centre where the most popular HomeDecs are held every year. Instead of printed colour chips (which doesn’t do justice to our gorgeous Nippon Momento), we opted for a more daring approach. We created real giant-sized colour chips for Nippon Momento to be pasted on the KLCC Convex. The idea was to pre-sell to our consumers before they even walk in to the exhibitions! As for the second phase of the campaign, we then embarked on a series of spaces invasion, where we had Nippon Momento painted walls at places where consumers least expected it to be – offices, cafes and hotels. Real life demos were also done on the spot to demonstrate to consumers how easy it is to apply Nippon Momento. QR codes were also embedded on the walls to lead our consumers to our owned media where they can get more inspirations on Nippon Momento.

The Results

  • Nippon Momento sales shot through the roof during HomeDecs – the product was sold out within hours of the exhibition opening
  • Nippon Momento’s overall sales grew 218% year-on-year • Visits to our website grew 415% during HomeDec’s months in May & October 2013!
  • Customers were so happy with Nippon Momento that they kept coming back to buy more!