Malaysian Media Awards Winners Showcase





2015 | |

Nippon Paint Tolong RumahKu!

Advertiser: Nippon Paint (M) Sdn Bhd
Brand: Nippon Paint
Creative Agency: Vizeum Media Services (M) Sdn Bhd
Credits: -

The Challenge
Nippon Paint has only one mission every year – to activate home owners out of their torpor to pick up a brush and paint. But Malaysians are generally lazy – as long as the roof is not coming down, it’s oklah! With a consistent mission, the challenge is – how to deliver this in a fresh manner?

The Solution – Insight & Idea
In every cozy Malaysian home you’d find imperfections such as rusty grille, oil stained kitchen walls and streaky water marks from leaky roof and if you look carefully, you may even find children’s doodle stuck-on walls. Turning a blind eye is easy because picking up the brush is hard. But, inside they were just screaming for help. After all, everyone wants a perfect home. Based on this insight, we created – arhhhhhhh … “Tolong Rumahku!!” The content was designed to help Malaysians realize that they do not need to live in imperfect homes.

The Execution
To kick start, we recruited real homes with real issues – using Facebook. The problems submitted ranged from leaky roofs to cracked floor, from dull living rooms right to dark moldy tiles of 30 year old bathrooms. We carefully selected the most challenging rumah’s to be tolonged to demonstrate the range of coating solutions that Nippon Paint has in its repertoire. A 30 minutes branded content on TV3 “Deko Idaman” was created to showcase the most challenging problems in a light hearted manner. We then layered with more hard working tips, guides and step-by-steps on YouTube.

The Results
Sales increased 181%. The colours featured in the branded program outsold other colours. We achieved 4 million views (and still growing) on Nippon Paint YouTube channel – even higher than Ikea!! More importantly, “Tolong Rumahku” is a testimony on how truly desperate Malaysian homeowners want a perfect little home.