2014 Winners & Shortlists

Brief Explanation

In order to generate footfall to the paint aisle we needed to catch our audience’s attention in a context that was unexpected yet relevant to our audience. Since our budget was limited our activity had to happen in store –we had to come up with something innovative beyond the run of the mill posters and leaflets. Since the customers weren’t coming to the paint aisle, we decided to take the product to the customers

The Brief

At SACO, Saudi Arabia’s leading hardware and homeware store, there was a problem in the Paint Department. Despite the quality and wide range of colors, the paint department had very little footfall. In order to drive footfall, Saco wanted to communicate their new “PAINT MIXING” service in its stores. The service offers customers the option to create the exact paint color they desire..

How the final design was conceived

We used in-store coffeeshop where customers spend lots of time to communicate the new paintmixing service.We all have different tastes when it comes to our beverages & sauces.By simply adjusting the ratios of the ingredients we can prepare coffee for example to a particular taste which usually means a specific shade of color.With this in mind,we created crockery to be used in the coffeeshop that acted as a color-swatch showing different strengths of tea, shades of coffee, and colors of sauce.Each shade on the crockery was labeled as a paint color that was available at SACO to purchase from the paint aisle

Indication of how successful the outcome was in the market

The different shades of paint were brought to life in a context that was unexpected yet relevant to our audience. Not only did we find an interesting way to showcase the different shades of paint, but we did so using items and references that our audience uses in everyday life. After 2 months, footfall in the Paint Department increased by 12% with 50% of the customers who passed by the paint department actually trying the color mixing. (Source: Saco Retail Data)