Listen to this articleFor the next few weeks, MARKETING Magazine will be featuring the winners of the APPIES Malaysia Marketing Campaign Awards 2021 by sharing more about their winning campaigns. Consider this your daily dose of inspiration from Malaysia’s best marketing campaigns, judged by a jury of 35 marketing leaders who have made their mark in various industries.
GOLD Winner
Brand: Nippon Paint VirusGuard
Campaign: Nippon Paint Gets People ‘Listening’ to Their Walls
Categorie: Non-Food FMCG
Campaign summary:
Being in a low involvement category during a pandemic, Nippon Paint faced the threat of fading away from the consumer’s mind.
Hence, they pivoted business strategies to champion Health and Wellness paint innovations, addressing consumer’s health concerns. By revitalising its Nippon Paint VirusGuard variant with Silver Ion Technology that’s 99% effective against Human Coronaviruses (strain 229E), the brand provided an option to keep walls safe and virus-free for everyone at home and commercial areas. To create demand, we needed to educate consumers to keep the largest surface of their homes clean, while building an urgency for people to start paying attention to their walls.
Furthermore, walls were made the focal point of the conversation by giving it an authoritative voice for a lasting impact through Safe Space: ‘Listen to Your Walls’ campaign. The campaign catapulted the brand to the next level of antimicrobial innovation with sales growth of +511% and 6x increased distribution to meet consumer demand.
Credits:
Nippon Paint (M) Sdn Bhd
Datin Wong Meng Lee, AGM of Marketing
Yaw Seng Heng, Group Managing Director
Tay Sze Tuck, General Manager
Astro Media Solutions Sdn Bhd
Anushia Kanagasabai, Manager, Creative Solutions
Louise Yip, Manager, Commercial Production
Karen Bao Hweiting, Executive, Creative Solutions
Jane Chong, Principal, Entropia Global
Presenter: Datin Wong Meng Lee, AGM of Marketing, Nippon Paint (M) Sdn Bhd
MARKETING Magazine is not responsible for the content of external sites.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023
For more details visit https://appies.com.my/ or contact Vishnu
