2015 Winners & Shortlists

COLOUR EXPERIMENTS THE KINDERGARDEN

BrandHEMPEL
Product/ServicePAINTS
EntrantMEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA
CategoryUse of social in a promotional campaign
Entrant Company MEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA
Advertising Agency MEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA
Production Company UMBRELLA Budapest, HUNGARY

The Brief

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.

Describe how the promotion developed from concept to implementation

To increase awareness, we started with an outdoor campaign then to activate it, we moved on to branded entertainment and applicators engagement. 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.

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

Thanks to the applicators campaign and the ATL campaign with the same concept, Hempel yearly sales increased by 9%.

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

The idea of colours being more than colours is totally unique in the paint market. It has an emotional bonding power with end customers as well as it is a great tool to give applicators more than just a price discount, like many other brands do. By empowering applicators Hempel can become a brand that actually cares about them and trains them to be more than simple guys from Asia who put paint on the wall.

Credits

Name Company Role
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