Previously, Nippon Paint targeted mainly housing contractors. But a growing DIY market, especially among young Singaporean families, has led the brand to broaden its pitch. Its first-ever TVC by Leo Burnett - a 45-second spot that kicked off early this month - aims to widen the brand's appeal with home owners, interior designers and decoraters. Burnett Singapore deputy creative director Karl Dunn said: "What we wanted to do was show how colours can make you feel amazing, how they can intensify certain emotions and how Nippon enables you to accentuate certain senses within your home.
"DIY, home decor and interior design are becoming big interests for young Singaporeans. You only have to look at all the new interior titles at the newstands. We wanted to do something that talked to this growing group," added Dunn.
Charlie Ong, senior manager, head of marketing, Nippon (Singapore), said: "Nippon Paint has always enjoyed a healthy share of the market in Singapore.
We saw an opportunity in the growing DIY market - especially among young Singaporean families - and decided to embark on a new positioning campaign that would resonate with this target segment.
"Singaporeans are becoming very house proud and paint plays an integral part in giving a new lease of life to a home. A splash of colour here and there enables one to create a sanctuary within. We understand that colours enhance emotions and our new TVC reflects this."
Nippon Paint and ICI Dulux dominate the local paint market.