Malaysian Media Awards Winners Showcase
2010 | Bronze | Best Use of Integrated Media Campaign
Advertiser: Nippon Paint (Malaysia) Sdn Bhd Brand: Nippon Paint Creative Agency: - Credits: Wong Tse San (Client Services Director), Fong Pei Shih (Media Director), Janise Shiaw (Senior Media Planner), Ooi Hoay Lee (Media Buyer) Gladys Goh (General Manager, Marketing, Nippon Paint), Wong Meng Lee (Brand Manager, Nippon Paint)
Challenge
In a recessionary year, major renovations get postponed and this affected paint sales. To encourage sales in smaller quantities,
we needed more consumers to be interested to re-paint small areas of their homes. But different people are inspired differently. How do we integrate everything and yet satisfy different needs?
Solution
Understanding that different people are inspired differently, we used multiple approaches but with a single aim – to get them to pick up the paint brush and repaint just a small area. Strategy was to target the social Influencers first. They are crucial in creating a cascading effect as they are the focal point of their respective social circles. Editors, DJs, bloggers and celebrities were identified as Influencers. Get them inspired and the rest will follow.
Execution
Different platforms were used to motivate and inspire – magazine spreads, paint workshops, TV sponsorship, radio contest, virtual colour applications and online forums. In each of this, the Influencers together with Nippon Paint were the paint experts and colours were the main theme. All Influencers had to get their hands dirty by making over a part of their homes. This not only showed how easy it was to re-paint but really fun and rewarding as well.
Results
1.5million viewers watched our TV show. Bloggers reached out to 2.8million people. Magazine editors created more than 50 unique wall-designs. And radio contest reached 2million listeners. Collectively, these ‘small projects’ contributed to a 18% increase in sales and made Nippon Paint #1 paint brand by Frost & Sullivan in 2009.
