APPIES 2021 Winner Showcase: Nippon Paint

For 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.