2013 | Finalist | Best Use of Television
Advertiser: Nippon Paint (M) Sdn Bhd Brand: Nippon Paint Creative Agency: Naga DDB Sdn Bhd Credits: Vizeum Media Services — Janise Shiaw (Media Manager), Nicole Lee (Media Planner), Ooi Hoay Lee (Buying Manager) / Nippon Paint (M) Sdn Bhd — Gladys Goh (Group General Manager), Wong Meng Lee (Brand Manager)
Two months from Hari Raya and paint sales were stagnant. It was worrying as this was usually the busiest period for painting amongst the Malays. This period is also the most competitive, all vying for high Share-of-Voice. Hence, we did not want to outshout but to ensure we stand-out.
Television is naturally the most powerful medium to sell paint but with very little time on our side how can we use Television? With only 8 weeks left before Raya, the Television campaign must be:- Audience Focused : Reach 75% of Malay homes at least 6 weeks before Raya on a budget. Differentiated : Break away from 30sec format. Memorable and prompts action : Create strong desire to repaint for Raya.
Three very entertaining, humorous and real life mini-dramas were shot within a week. Our strategy – place 100% of the spots into top- rated Buletin Utama on TV3 delivered :- Efficiency : Achieved 76% Reach within 3 weeks at 11% lower CPRP than benchmark. Intrusive : Broke the pulse in a serious news environment with our unexpected placement of 60sec mini- episodes. Effectiveness : Viewers want to be the envy of friends and family too!
Our capsules were seen by 8.8Mil people. Grew online searches for Nippon Paint by 39%. 60% growth in unique visitors to Nippon Paint website. Double digit growth was recorded for sales. Enquiries for Nippon Paint soared at Homedec with reference to the capsules they saw on Buletin Utama.