Malaysian Media Awards Winners Showcase

2014 | |

Rumahku, Momentoku

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 Meng Lee (Senior Manager - Marketing), Melodie Yap (Marketing Executive),Wong Tse San (Head of Communications Planning), Ooi Hoay Lee (Buying Manager)

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 and underline the product’s ease-of- use. We need to put Nippon Momento in every Malaysian’s home!

The Solution – Insight & Idea
Malaysians are not familiar with the term textured paint as it is a new term in home décor. They cannot relate texture with paint. We achieved relatively high awareness for Nippon Momento since the launch, but problem was consumers were still afraid to pick up the brush and try the product. They have no confidence that they too can achieve the same masterpiece effect we have shown on our TVC. But, insights reveal that once they have seen and touched the actual Nippon Momento wall, they immediately get mesmerized and wowed by it. 8 out of 10 will immediately purchase the product! They also found that the painting process is actually easier than the conventional way when they were shown the techniques! The idea – let’s put as many Momento walls in as many homes as possible! We married festive seasons and KOLs (radio announcers) – and launched our home makeover contests at times they need it the most! All these were well documented on the stations’ and Nippon Paint’s social media platforms.

The Execution
We partnered the nation’s top radio station for each target market (highest listenership) – EraFM, THR RaagaFM and MYFM to champion and launch our year-long campaign. We started by showcasing announcers’ personal experiences with Nippon Momento on-air and online. At the same time, we called for contest signups where home makeovers worth RM10,000 were to be given to 2 most deserving winners from each station. The response for the contest signup was amazing! More than 1300 entries were received within just a short call for entry period of 2 weeks! Winners were ecstatic with this money-can’t-buy experience because they don’t only win home makeover but they also get to pick their favourite announcer to do the home makeover for them! The announcers became our brand ambassadors where they showed listeners how easy it is to apply Nippon Momento. We turned their homes into private showrooms to showcase our gorgeous Nippon Momento walls. They also then became our brand advocates to spread the word to their friends and family who come to visit during the festive!

The Results
• Positive testimonials were populated where homeowners shared their experience of using Nippon Momento with the rest of the 8.7Mil listeners.
• Campaign achieved highest number of entries on the respective radio stations during the campaign period – with a total more than 1,300 entries
• Brand health score on “Recommended by friends/ family” increased 50% post-campaign. NP’s score was 10% points ahead of traditional arch rival Dulux.
• Nippon Momento sales grew 218% year-on-year