Malaysian Media Awards Winners Showcase
2011 | Bronze | Best Use of Out of Home Media
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), Siow Shy Teng (Assistant Manager, Nippon Paint (M) Sdn Bhd)
Challenge
Nippon Paint strives to be as sustainable as possible. More importantly, sustainability is a way of life – one that is adopted very early on and to have a bearing on improved livability. ‘Better Living’ being our goal. But how can a paint company preach about being environmentally responsible?
Solution
We recognise that the generation of today lives & breathes connections. They have evolved from just being a ME generation to that of WE. Underpinned to this is the growing need to contribute to a greater good. Conversely, this motivates their choice of companies and brands too. Galvanizing the support of teachers, we used schools as a platform to spread the word on sustainable living for better living.
Execution
Each school had to conceptualise their interpretation of how they (together with Nippon Paint) are responsible for our Earth. And the interpretation is translated into a mural, which must incorporate an environmental message to serve as a daily reminder. Word of mouth began to spread about the student-initiated murals, in addition to the coverage done by Nanyang newspaper as well as a series of TV documentaries in Astro AEC.
Results
Murals served to remind our students about
their responsibility to Mother Earth, it also
became Nippon Paint’s “billboards”. Total
publicity generated from press and TV amounted
to more than RM1.3million. And if we were to
pay for a billboard in each community, it would
have translated to RM360,000 in total!
