2019 Winners & Shortlists

A WORLD OF WONDER BY JOTUN

Short List
BrandJOTUN PAINTS
Product/ServiceJOTUN KIDS COLLECTION
EntrantWUNDERMAN DUBAI, UNITED ARAB EMIRATES
CategoryLaunch / Re-launch
Idea Creation WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Media Placement WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Production WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Production 2 PIQUE Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

This case is about how kids were part of the creation and communication of a new paint collection, crafting a fun and emotional brand experience. For the first time, children were engaged in a category that had low relevance for their age group. 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.

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

We developed Jotun’s new Kids Collection: A Fenomastic Wonderwall-centric collection: Created by Kids. Curated by Jotun. - To launch the campaign, we crafted a social experiment: “Jotun Kids Miniature Rooms”. We invited 3 kids to a studio and asked them to design their perfect room. We gave each one of them a miniature room maquette, miniature Jotun paint buckets (with the colours of the collection), and even miniature elements to decorate it: beds, desks, chairs, curtains, wall art, etc. They had to colour and design their perfect room from scratch. - 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. The whole experiment was done in real-time! - Kids went back home after they finished creating miniature versions and discovered that their actual rooms looked exactly as they had visualised it.

List the results.

Achievement #1: Fenomastic Wonderwall’s Volume growth increased by 29% and value growth by 36% With this campaign, we exceeded value sales target by 21%. Fenomastic Wonderwall now contributes 75% of total Fenomastic growth, all in a declining market. Colours featured in the Kids Collection Grew by up to 71% Achievement #2: Consumers engaged with the category beyond colour. During campaign period, total Page Views for Fenomastic Wonderwall page increased by 18%, non-paid traffic increased by 24% compared to last year. Plus, 60% increase in Fenomastic Wonderwall brochure downloads. Over 270,000 microsite visits were triggered by the content. Higher than average retention rate when compared to YouTube’s global benchmark (videos with same duration, viewed in same period). Achievement #3: Comments from kids Best of all, an unexpected result, we started seeing pre-teens and teens engaging with a paint brand and hoping to have the opportunity to design their own room.

Credits

Name Company Role
Piotr Osinski Wunderman Dubai Executive Creative Director
Hassan Bilgrami Wunderman Dubai Associate Creative Director
Marissa Garcia Wunderman Dubai Interactive Director
Alvaro Bretel Wunderman Dubai Strategy Director
Fahad Naeem Wunderman Dubai Graphic Designer
Murcal Kasemi Wunderman Dubai Account Director
Hanane Aba Wunderman Dubai Senior Account Manager
Layal Arabi Katbi Wunderman Dubai Senior Account Executive
Ria Roy Wunderman Dubai Senior Account Executive
Carla Louis Wunderman Dubai Head of Production
Mihad Kashif Wunderman Dubai Social Media Manager
Adil Khan Wunderman Dubai Senior Analyst
Michele Deiuliis Wunderman Dubai Senior Art Director
Rawan Obaid Wunderman Dubai Graphic Designer
Shimaa Nabil Wunderman Dubai Arabic Copywriter
Sherry Italia Wunderman Copywriter
Fahad Rayyan Wunderman Dubai Senior Digital Artworker
Ronald Buayan Wunderman Dubai Front End Developer
Sachin Padinjarayil Wunderman Dubai Front End Developer
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