GOLD EFFIE, CHINA 2007
Corporate Image Category
Campign Name: My Inspiration, My Colour, My Libang
Advertiser: Nippon Paint China Ltd
Advertising Agency: Saatchi & Saatchi Shanghai
ADVERTISER : NIPPON PAINT (LIBANG)
AGENCY : SAATCHI & SAATCHI SHANGHAI

Marketing challenge
For years, Nippon Paint has been the dormant leader in paint category known for its professional, trustworthy and grand brand image. Nippon Paint was a strong number one, followed by the number two brand, Dulux. However, as the market and consumer evolve, the gap between Nippon Paint and Dulux closes. Nippon Paint faces challenges as follows :-

1)The aging Nippon Paint image. Nippon Paint was becoming less and less connected with its high-end consumers. The brand was perceived by the new generation modern Chinese consumers to be lacking in excitement and breakthrough ideas. This could have affected the sales performance of Nippon Paint’s high end products.

2)The bottleneck in product functional competition, Nippon Paint and Dulux compete head on with no differentiation. Consumers see no difference between choosing between Nippon Paint and Dulux as reflected in Purchase Intention scores.

The Strategy
The strategy adopted to overcome the above challenges is simply to connect target consumers emotionally based on a powerful emotion such as “love” instead of a load of reasons-to-believe.

1)Change consumers’ perception of Nippon Paint from previous to one that’s close to life and aspirational. Talk to them instead of talk at them.

2)  Destroy the bottleneck and vicious product competition cycle by breaking new refreshing ground for the entire category, thus creating a real point of difference for the leader brand, Nippon Paint.

2007 Campaign objective
1.Stop negative trend score of key brand attributes (Young and energetic, Innonative, passionate about life, Environmental friendly, Freedom to express) follows and stretch the goal to increase these scores by 10% point.

2.Increase purchase intention for Nippon Paint products and its intention vis a vis Dulux by 5% to 10% point .

3.Maintain the positive growth trend of high-end value of Nippon paint products and
stretch to further increase its growth to 20%.

Creative Strategy
Nippon Paint has to come out of Tin Can. The idea is for Nippon Paint to be perceived as “the House of Inspiration” inspiring emotion, colour, personality, style, art, design and self-expression for consumers at every possible touch points.

The essence of creative lies in the colourful paint coming alive, triggering imagination, conveying colour story and emotion to inspire them to dare paint their dream, to create a space that belongs to none other than themselves.

RESULTS
Key brand attribute scores not only meet 10% point, but achieve more than double across most attributes. (Source : CTR Market Research Tracking Study, April 2007))

Purchase Intention (%)
Purchase intention score increase more than the targeted 5% to 10% point. (Source : CTR Market Research Tracking Study, April 2007)

Purchase Intention vis a vis Dulux (%)
Purchase intention vis-à-vis Dulux increase more than the targeted 5% to 10% point
(Source : CTR Market Research Tracking Study , April 2007)

46% increase in sales value of high end products across nationwide. Sales more than double the targeted 20% increase. (Source : Clients Sales Report, date May 2007)

4.Others
During the campaign launch, the thematic tvc is one of the most-talk-about and lovable commercial nationwide, unexpected surprises as evident in the spontaneous response from thousands of consumer blogs.
http://www.tudou.com,
http://search.you.video.sina.com.cn
http://hrclub.51job.com/blog