Nippon Pylox: If you can dream it, you can Pylox it

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

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...

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