2015 Winners & Shortlists

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.