Rhandell Rubio
Apr 8, 2011

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

MALAYSIA - Leading up to Chinese New Year, Naga DDB Malaysia created an online app for Nippon Paint that enabled users to visualise their home with their auspicious colours for the year.

Nippon Paint's Auspicious App
Nippon Paint's Auspicious App

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.

Source:
Campaign Asia

Related Articles

Just Published

20 hours ago

Creative Minds: Jereek Espiritu pushes his ideas to ...

An intervention by a computer repairman drove Jereek Espiritu away from a career flying helicopters to a world of creative leaps and flights of fancy.

21 hours ago

UM launches Full Colour Media with a focus on ...

Full Colour Media is underpinned by a body of custom research conducted with more than 10,000 brands and with 5 million data points, culminating in a ‘Brand Patterns’ proprietary model designed to grow and differentiate brands.

22 hours ago

Campaign Global Agency of the Year Awards 2024: ...

With the final entry deadline for Agency of the Year Global fast approaching, we speak to judges who share their views on the biggest opportunities and challenges for 2025, and what they hope to see in winning entries.

23 hours ago

The 'laziest influencer' makes cleaning effortless—l...

S.C. Johnson's new mold-cleaning campaign features their least energetic spokesperson ever—a sloth whose main qualification is mastering the art of minimal effort.