CASE STUDY: Nippon Paint's auspicious colour app during Chinese New Year

Background

Chinese New Year is traditionally considered repainting season in Malaysia, and the Chinese society places emphasis on rituals, one of which is maximising one's luck in the coming year. Also important is the practise of Feng Shui which includes the reading of a person's 'Gua' number based on their birth date, to which a set of fortune colours is matched with.

Aim

Nippon Paint wanted to attract potential yet pragmatic paint customers during the repainting season, as well as promote their wide selection of colours available to consumers.

Execution

With the elements of paint, luck and colours on its mind, Naga DDB developed an online auspicious colour application which was hosted on Nippon Paint's corporate website. Visitors to the site submit their details such as date of birth which determines their particular "Gua' number. Once this number is generated, auspicious colors are revealed which corresponds to their wealth, family, wealth, love, career and education.

Users could then visualise how each of these colours looked on their wall through the Colour Scheme Services (CSS), wherein they can upload a picture of their home on the CSS site and sign up for the free service.

To drive traffic to the website, online banners were placed on numerous sites, Google Search Engine Marketing (SEM) was utilised, and free Nippon 2011 Auspicious Colour Guides were distributed at outlets across the country.

Result

The campaign was successful in boosting web traffic on Nippon Paint's website with 32,864 unique visitors along with over 80 per cent in new visits over the duration of the campaign. In addition, average time spent on the app was registered at 3.54 minutes per visit.

Awareness for CSS also increased with 9,167 unique visitors and in excess of 80 per cent in new users generated, with an average of 5.07 minutes spent on the site.