2014 Winners & Shortlists

Results and Effectiveness

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)

Creative Execution

We created crockery to be used in the coffee shop that acted as a color-swatch – showing different strengths of tea, shades of coffee, and colors of sauce. So for example, when a customer received his coffee mug, he found detailed instructions based on coffee to cream ratios in order to achieve a desired coffee taste and its matching color. Each shade on the crockery was labeled as a paint color that was available at SACO to purchase from the paint aisle. In this way, the different shades of paint were brought to life in a context that was unexpected yet relevant to our audience.

Insights, Strategy and the Idea

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. Since the customers weren’t coming to the paint aisle, we decided to take the product to the customers. We used the in store coffee shop where customers spend a lot of time to communicate the new paint mixing service. We all have different tastes when it comes to our beverages & sauces. By simply adjusting the ratios of the ingredients we can prepare our coffee for example, to a particular taste which usually means a specific shade of color.