Malaysian Media Awards Winners Showcase
2011 | Gold | Best Use Of Sponsorship
Advertiser: Nippon Paint (M) Sdn Bhd Brand: Nippon Paint Creative Agency: Naga DDB Credits: Wong Tse San (Client Services Director), Janise Shiaw (Senior Media Planner), Ooi Hoay Lee (Assistant Buying Manager), Gladys Goh (General Manager, Nippon Paint (M) Sdn Bhd), Audrey Tan (Assistant Manager, Nippon Paint (M) Sdn Bhd)
Challenge
Despite leading the category in terms of SOV and Top-of-Mind-Awareness, Nippon Paint’s brand preference score has been stagnant for some time. Being in a low involvement category also means that brand affinity cannot be built overnight. It is a continuous effort, an accumulation of engagements across many platforms, overtime.
Solution
It is not very often paint brands get to be in a non-décor related shows, what more a comedy. But when Phua Chu Kang, the successful TV series about the BEST contractor in Singapore, decided to leap onto the big screen, we saw this as a strategic fit for Nippon Paint. It allowed us to showcase our products and services, exposing our brand in a non-intrusive way. Creating affinity through comedy.
Execution
Scripts were carefully carved & sculpted to integrate the brand into the story. NP products were subtly built around the story line, to ensure audience saw it but not turned off by it. Through laughter, our services were weaved in. Through tears of joy, our products were showcased. Further leveraging on the opportunity and PCK’s popularity, we brought the PCK cast to an exclusive event to meet our most loyal customers!
Results
Total brand exposure exceeded investments by 5x. For the first time ever, a paint advertiser owned the BIG SCREEN with integrated brand content. More importantly, improvements were seen on many parameters of our brand health check. Brand Consideration grew 7% yoy. Brand Image grew 5% yoy (Source : Synovate).
