Malaysian Media Awards Winners Showcase





2012 | |

I Like My Home

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

Challenge
Home is where the heart is. Millions have seen and liked Nippon Paint’s ads but sales were not growing. The key problem is, consumers are clueless where to start when it comes to painting and are desperately in need of inspiration and someone to show them the way.

Solution
The key insight is that people fear making expensive mistakes when decorating. To choose the right paint, consumers usually fall back on recommendations from people they trust and look up to. In every community, there are key opinion leaders. And they are home owners too. To spark inspiration on a national level, we turned them into our evangelists. Instead of just using media as a vehicle we used their celebrities as our campaign spearhead.

Execution
“I LIKE MY HOME” campaign used a total of 88 key opinion leaders. We partnered with The Star, Sin Chew Group, Media Prima, Astro, AMP and Nuffnang. They made over their own homes, creating content that was used in programme editorial on television and radio, in digital and print. There was a massive convergence of decorating across the media. A national groundswell was built when they got their followers to follow suit.

Results
The campaign was a huge success with more than 10,000 homes transformed within campaign period.
•“Top-of-mind brand awareness” reached 51% – the highest since 2008!
•“Brand to Recommend to Friends & Family” grew 35% points!!
•“Most Trusted Brand” grew from 12% to 53% in 10 months!