2019 Winners & Shortlists

Why is this work relevant for Entertainment?

This case study is about how a paint brand was able to engage with consumers by surprising their kids and making them the heroes of the communication. A completely different approach in the category: replacing advertising with brave, fun content that engaged with both children and parents. It proves that even in a weak market, a premium innovation backed by strong content can contribute significantly to a brand’s growth.

Background.

Jotun is a Norwegian company that manufactures paints, leading the category in the Middle East, where the market has been in decline for the past 5 years. Consumers are painting their houses less often and spending less when they do it. Jotun, as market leader, depends on innovations to keep driving growth Hence, the launch of Fenomastic Wonderwall, a premium innovation with 3 main functional benefits: beautiful silky & smooth finish, higher colour accuracy (what you see is what you get) and easy stain removal without affecting the colour (known in the category as washability). There’s another problem affecting the category: 75% of consumers only care about colour when making a purchase decision. Other benefits are overlooked and not considered when deciding. How to drive growth in a market in decline by getting people more involved in the purchase process and look beyond colour when making a decision?

Describe the creative idea.

Jotun's Kids Collection: Letting kids take the lead on how to paint and decorate their own rooms. The idea in a nutshell? Created by Kids. Curated by Jotun. Instead of launching a paint collection campaign, we decided to create a never before brand experience. We used the power of tactile play to capture the kids' unique perspective on creating their own unique spaces. By giving them miniature rooms and the freedom to design, colour, and decorate them the way they wanted to! This was replicated in real-time inside the kids' real rooms with a little help from the parents. The idea was to capture this on camera with minimal direction, to let kids lead the way our social content was shaped.

Describe the strategy

To get consumers involved in the category, we had to focus on functional benefits. But how do you make them interesting enough? Selecting the most relevant product benefit: Washability For all of us who have kids, you know that when you leave them alone even for 5 seconds, they’ll go directly to your walls and draw on them. Hence, you’ll highly appreciate washability. Kids are the most creative age group When it comes to creativity, there’s no other age group like kids. However, adults tend to restrict their creativity and make most of the decisions about the little one’s lives. So, when it comes to kids’ rooms, parents are the ones who tend to design it and pick the paint, colour and decoration. But, we believe that a kid could do a better job. Approach: To focus on kids instead of adults.

Describe the execution

First, we crafted a unique experiment: “Jotun Kids Miniature Rooms”... By inviting 3 kids to a studio and giving them the power to design their perfect room. We gave each one of them a miniature room maquette, miniature Jotun paint buckets (with colours of the collection), and even miniature elements to decorate it: beds, desks, chairs, curtains, wall art, etc. They got to colour and design their perfect room from a literal plain 'canvas'! And while they were crafting the miniature rooms, without them knowing, Jotun professional painters and interior decorators were redesigning each of the kid’s real room, replicating their designs. All done in real-time! When the kids went back home, they discovered their actual rooms looked exactly as they had visualised it. This experience, from the studio to actual homes, was captured on camera to create entertaining and inspiring social content, in the form of videos and stills.

Describe the outcome

The campaign achieved the following: - Over 1 million views with 36% view rate. - Videos had a higher than average retention rate when compared to YouTube’s global benchmark containing videos with same duration, viewed in the same period. - Over 270K visits triggered by the content. - Facebook page grew at 18X higher than regional competitor brands while the engagement rate was 4.3X. - Instagram page grew at a 2.1X rate higher than competitors while the engagement rate was 7.5X higher than competitors.