Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use of Radio
Advertiser: Nippon Paint (M) Sdn Bhd Brand: Nippon Paint Creative Agency: Naga DDB Sdn Bhd Credits: Vizeum Media Services — Janise Shiaw (Media Manager), Nicole Lee (Media Planner), Ooi Hoay Lee (Buying Manager) / Nippon Paint (M) Sdn Bhd — Gladys Goh (Group General Manager), Wong Meng Lee (Brand Manager)
Challenge
Nippon Momento is a wallpaper effect paint (paint with texture) that consumers have been slow to purchase. The barrier is the perception that it is difficult to apply and frankly not worth the bother. We needed a reason to believe and a call to action.
Solution
Going beyond insights of wall painting, our strategy delved into consumer trends in home décor. The trend : comfortable chic and selective indulgence. A home cannot be truly beautiful unless it functions in harmony with who you are. The light fixture, painting or Momento wall will complete the ‘space’ to spark emotions. DJs are regarded as trendsetters and style leaders. We collaborated with 988 to inspire listeners to create their own living space with Momento.
Execution
Four top DJs transformed their homes with Nippon Momento. We went to their house and together created their Momento wall. In turn, they shared their experience and the difference it made to the space and their mood. From Bought media space on radio, we formed powerful images in our listener’s mind. The extension to video format on 988’s website further demonstrated the effect of a Momento wall. Enormous Earned media value followed in digital space.
Results
Double digit growth was recorded for sales, enquiries for Momento shot up! 15% increase in dealerships, gaining confidence from dealers! 60% growth in unique visitors to Nippon Paint website. Nippon Paint’s Facebook Fans increased 42%! Fans engagement increased and the campaign generated invaluable earned media.
