To drive the message further, Nippon's agency Leo Burnett Singapore has created an icon, the Paintman to illustrate the range's three strengths -- washability, being waterproof and its stretchability, which prevents cracks. Sin Wei Cheah, Burnett's group account director, said: "We wanted to remind consumers once again of the other core benefits of the products in a way which relates to them, yet executed in a way which is different from advertising in the same category, and would stand out in the mind of the consumers."
In the TVC, a man takes a break from painting his apartment. Paintman enters and moves across the wall to illustrate the core benefits of the product by demonstrating how rain, a soapy bath and cracks on the wall "have little effect on his overall performance". The campaign targets young, home-owning aged 25-45. "The 3-in-1 Medifresh has always been the number one favourite brand among family due to its strong anti-bacteria feature," said Cheah.
The TVCs are supported by print and instore promotions. Media planning and buying was handled by Starcom.
Nippon banks on Paintman icon to tout key benefits
Nippon Paint has launched an integrated campaign to demonstrate the range of benefits its 3-in-1 Medifresh paint has beyond its core anti-bacteria offering.