WEF CASE STUDY: Nippon Paint

Agency: Saatchi & Saatchi Shanghai

Client: Nippon Paint China

Country: China

Setting out to connect with the new generation of Chinese consumers, born of a rapidly booming China economy, the product demanded an inspirational form of self expression at every touch point, to reach the levels of sophistication required by the consumer's ever evolving standards.

To transform Nippon Paint from an ageing 'trustmark' into something that is both respected and loved, the agency set out to connect with this new generation of consumer through an age old and powerful emotion - love. This ‘attraction' strategy over the traditional ‘attention seeking' strategy, was set to trigger the imagination. The core of creativity living in the colourful paint was encouraging the consumer to bring it to life by painting their dreams and creating their own unique space.

The campaign over-achieved in key brand attribute scores, according to research tracking data, with a series of spontaneous consumer blogs adding credibility to the campaign.

This summary is one of 25 cases that are going to be presented in depth at the World Effie Festival, 28 and 29 February 2008. To learn more about the inaugural event in Singapore please visit: http://www.ias.org.sg/events/world_effie_2008.html