Malaysian Media Awards Winners Showcase
2013 | Finalist | Best Use Of Sponsorship
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), Kelly Chua (Senior Client Services Director) / Nippon Paint (M) Sdn Bhd — Gladys Goh (Group General Manager), Wong Meng Lee (Brand Manager)
Challenge
Having garnered leadership share amongst mass home owners, Nippon Paint is challenged to find new pockets of opportunities. We identify Property Investors as a niche but high-value segment that is invaluable to future sales growth. The problem – they are extremely difficult to reach without high wastage.
Solution
Property Investors are always on the lookout for ways to maximize returns of investments. Beyond size, location and developer’s reputation, the re-sale value of a property also depends on several other “softer” factors. One very important factor is the condition of the property itself. Our strategy was to get Property Investors to consider repainting as an essential step before they re- sell their properties for maximum profits. The BFM Property Show was our perfect platform.
Execution
BFM’s Property Show was a perfect fit for Nippon Paint to engage Property Investors when their minds were most receptive to ideas and were completely tuned-in to listen to property talk and updates. To complement paint with property, a segment on Designing Tips was incorporated to inspire and excite our audiences on ways to bring out different mood to these properties and how space and colour enhancement could elevate the value of properties.
Results
Double digit growth was recorded for sales. 39% growth in search volumes for Nippon Paint. 30% increase in calls to customer careline. 60% increase in unique visitors to Nippon Paint website. 15% increase in dealerships, gaining confidence from dealers. 59,598 BFM’s Property Show Podcast were downloaded.
