COLOUR EXPERIMENTS THE KINDERGARDEN
Brand | HEMPEL |
Product/Service | PAINTS |
Entrant | MEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA |
Category | Events & experiential (incl. stunts and celebrity endorsement) |
Entrant Company
|
MEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA
|
Advertising Agency
|
MEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA
|
PR Agency
|
MEMAC OGILVY PUBLIC RELATIONS Jeddah, SAUDI ARABIA
|
Production Company
|
UMBRELLA Budapest, HUNGARY
|
The Campaign
Saudi Arabia is a world leader in digital content. With the highest number of YouTube uploads and being in the top 10 of YouTube downloads, twitter and Instagram usage, Saudi people watch content as an everyday routine. YouTube shows and other videos are followed by millions, they sometimes have a broader reach than TV. Paint companies usually focus on their product quality. We wanted to differentiate Hempel by going beyond the surface and explaining the psychology of colours.
To increase awareness, we started with an outdoor campaign, then we moved on to branded entertainment and PR. We took a room in a kindergarden and painted it in two different colours on two consecutive days. We produced the film in a realistic style, shot with many cameras so that we don't miss any of the nice moments of the experiment. We created a Social Media campaign and a digital PR campaign drawing people to watch the content.
Thanks to these, we reached 100.000 views in 5 days.
The Brief
We were primarily targeting mothers who are the main influencers when it comes to repainting the home. Most paint companies focus on product quality and generic messages, but we wanted to create a deeper link between the brand and the moms. The main objective was to change attitude and behaviour towards decorative paints, and start a conversation about the effects of different colours on moods. This way we put Hempel in a consultant position as opposed to a simple product provider.
Results
Thanks to the digital PR campaign, we got 100.000 YouTube views in 5 days and thanks to the integrated campaign, Hempel yearly sales increased by 9%.
Execution
The campaign was executed in a few days and almost all the media publications have published our content.
The Situation
Paint companies usually focus on their product quality. We wanted to differentiate Hempel by going beyond the surface and explaining the psychology of colours.
The Strategy
We have contacted popular online portals and magazines as well as influential bloggers. Our target group is online, so this was the fastest and most effective way of reaching them.
Credits
Attila Nyeki |
Memac Ogilvy |
Executive Creative Director |
Mahmoud Eissa |
Memac Ogilvy |
Associate Creative Director |
George Serhan |
Memac Ogilvy |
Art Director |
Rami Rihani |
Memac Ogilvy |
Account Manager |
Omer Azeem |
Memac Ogilvy |
Planning Director |
Nadim Basna |
Memac Ogilvy |
Planner |
Mohammad Al Mohaisen |
Memac Ogilvy |
Senior Copywriter |
Rasha Fallah |
Memac Ogilvy PR |
Pr Account Director |