CASE STUDY: How Nippon Paint inspired Malaysians to give their homes a makeover

Background

Nippon Paint’s target consumer is Malaysian homeowners who have put off repainting due to rising cost of living. Under today’s precarious and uncertain socio-economic conditions, repainting becomes a nice addition. It’s expensive and could be a hassle.

Aim

To stimulate homeowner's interest, Nippon Paint set out to spread some cheer by demonstrating how colours could uplift environments and evoke positive feelings.

By asking a question “What would you create?”, the campaign subtly implied that a little paint makeover could inject a new bounce in people’s step every day.          

Execution

The brand focussed on inspirational imagination and attainable repainting ideas, rather than purchase itself. To achieve this, an integrated campaign across TV, print and online was deployed, and each medium had a pivotal role to play.

TV was used to position colours as the emotional trigger for uplifting environments, while Print gave readers 'attainable' home makeover ideas.

The Facebook page complemented the campaign with more makeover ideas and drove consumers to the Gallery on Nippon Paint’s new home website, which was revamped for a better browsing experience.

The brand also launched the Colour Scheme Services for an accurate decision on colour choice and Paint Guru for an accurate estimation of paint required as well as its cost.

A new gang of Blobbies was introduce to represent various emotions, which further enhanced the proposition of how colours influence emotions.

Result

During the first week of launch, more than 41,000 unique visitors searched for inspirations from the new Nippon Paint website.

The Facebook page recorded 3,500 views for the inspiration ideas shared and saw 640 interactions within the first week.

Overall, the campaign drove sales to grow 21 per cent (compared with June 2012 sales performance figure) despite the 'soft' market situation.