2012 Winners & Shortlists

The Brief

Inform people about various Sipes products in a memorable way. Sipes has over than a 100 different products covering a lot more than house walls, but our research showed that only few people knew that as the majority correlate paint brands with colour variety only. Our objective was to tell them that Sipes covers a lot more surfaces than what they knew.

Describe how the promotion developed from concept to implementation

We thought that the usual media will not convey the right message, so we decided to go ambient. Since our main message is "Sipes Covers Everything", we took it literal by creating a life size swatches, went out there and covered the city.

Describe the success of the promotion with both client and consumer including some quantifiable results

Those swatches attracted people's attention faster than we thought due to them being placed in key locations. Interested people started contacting Sipes showroom to enquire about their products whereby they where able to land a deal with a big construction company and various maintenance professionals. This in return, increased sales of their less known "professional" products by approximately 37%

Explain why the method of promotion was most relevant to the product or service

The strength of the brand is mainly the array of professional products, so what better method would be other than showing people around the city what can Sipes cover.