Advertiser: Nippon Paint (M) Sdn Bhd Brand: Nippon Paint. Total Coatings Expert Creative Agency: - Credits: -
It is not enough anymore for a paint brand to be a great paint brand. After leading the category for years as The Paint Expert, the competition is catching up. But what is a paint company to do? What else can we be if not paint?
Insight, Strategy and the Idea
Paint = Walls is deeply entrenched in the minds of consumers. You would agree too. This convention has imposed a great limit to not just NipponPaint but to the category as a whole. Tell me, I’ll forget. Show me, I’ll remember. Involve me, I’ll understand. In paint category, this made even more sense as seeing, touching, feeling is believing… The strategy is to show, tell and involve consumers. The idea: #PaintAllSurfaces, any surface, any shape, any size.
We picked types of surfaces that can be easily found in any home: Tiles, Wood, Glass, Metal and Cement. What better way to break the norm than to show paint on other surfaces besides walls? We used these materials and built 5 life sized Blobbie sculptures, standing at 5ft tall each, all coated with NipponPaint. Instead of just an ambient placement, we opted for an open air art gallery like experience. Our Blobbies went on a NATIONWIDE tour, strategically placed at high traffic locations to show, tell and involve our consumers. It stopped traffic everywhere! We introduced the Blobfie moment aka ‘Selfies with Blobbie’ contest to create opportunities for consumers to interact, create and share happy memories with our brand.
Results and Effectiveness
Campaign was a success with 47% increase in sales of non wall paint products, 3.7 times more than KPIed! The response from consumers were unbelievable as we recorded 18,700 conversations about #PaintAllSurfaces. The Blobfie contest was a great success. Consumers got upclose and personal with our Blobbies and we received 2,018 Blobfies entries during campaign period.