Campaign details
Brand: Nippon PyloxBrand owner: Nippon Paint MalaysiaLead agency: Ensemble WorldwideContributing agencies: Sashimi Social, AdParlorCountry: MalaysiaIndustries: Home improvementMedia channels: Online video, Point-of-purchase, in-store, Social media, Sponsorship - event, property, Word of mouth, advocacyBudget: Up to 500k
Executive summary
Spray paint is a niche and highly competitive category. We needed to stand out but had a limited budget. We couldn't afford to target everybody, so we targeted those who already use spray paint.
But who are they? Using Google Trends, we found three communities: cosplayers, graffiti...