2016

The Challenge
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.

Media Execution
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.

The Challenge
Having been in the market for 5 years, brand awareness was low compared to competitors, such as Sprite, Kickapoo, 7Up. In fact brand awareness has been on a declining trend similar to their sales trend. Modern Malaysians have become health conscious, consuming soft drinks only during special festivities. The effect of competition and lower consumption resulted in a 6% dip in growth. MountainDew was in need of rejuvenation to increase awareness, trial, and conversion. We needed a drastically different approach for fast results before hype fizzes out for the brand

Insight, Strategy and the Idea
‘Different’, came in the way we innovated media for consumers to sit up and take notice. Opportunity presented itself in the new Neon Bottle, an eye catching fluorescent shade of green. This gave us the platform to carry out a campaign that incorporated the neon or “glow in the dark” concept. The idea – illuminate life by shining light on the mundane and ordinary.

Media Execution
How can OOH be interesting and engaging? By letting people choose actual locations for the ‘neon’ treatment. With radio’s help, we generated instant talkability from a massive OOH execution. This is what we did:
• Stage 1 – Created intrigue by ‘Buildings’ asking Mountain Dew to ‘neonise’ them.
• Stage 2 – Giving power to the people in voting for buildings to be ‘neonised’.
• Stage 3 – 5 selected iconic buildings nationwide (KualaLumpur, Malacca, Penang, AlorSetar and JohorBahru) were turned NEON for a night. Additionally, GLOWING NEON bottles featured on billboards along Federal Highway and Jalan Imbi.

Results and Effectiveness
MountainDew undeniably turned Malaysia Neon! The neon structures were photographed and shared all over social media, with coverage close to RM500,000 for only a week’s effort. MountainDew’s sales increased 122% recorded its highest sales since its launch 5 years ago. More importantly, brand awareness improved tremendously: up 11.25% to be back to 89%.

The Challenge
Mamak restaurants are hugely popular among Ribena’s target audience, young adults. This makes them a key distribution channel for Ribena’s new ready-to-drink variant. However, these outlets offer many options. Mamak patrons are also impulse driven with a tendency to buy what they see. How can Ribena stand out and be the brand of choice for mamak patrons?

Insight, Strategy and the Idea
Mamak restaurants are a cluttered point of sale, so we needed an outstanding solution that has never been done before to truly stand out. We observed how waiters interacted with mamak patrons and noticed that they write down orders on a scrap piece of paper at the table. Customers later bring this scrap paper to the cashier to make payment. Recognizing this untapped opportunity, we strategized to transform this scrap paper into a media touch point for our brand and create a permanent impulse trigger solely for Ribena.

Media Execution
We created plastic cards similar to the size of credit cards, which could record orders and payments just as the scrap paper did. The information was electronically recorded via the magnetic strip. We branded the card and included a strong call-to-action to try the new Ribena. Mamak patrons were exposed to Ribena’s sole branding and messaging during their entire stay – from the moment they order to when they pay – prolonging the visual cue to order Ribena on impulse.

Results and Effectiveness
Value share in these outlets doubled at the end of our campaign period vs. 3 months prior to campaign launch. Mamak Cards are now officially a paid medium in 26 mamak outlets, thanks to Ribena who ingeniously created a brand new way to reach consumers at POS by turning scrap paper into a golden opportunity.