The Magic of Colours

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Title

The Magic of Colours

Advertiser:

PPG-Sico

Year:

2016

Source:

Media Innovation Awards

Product Category:

Consumer Packaged Goods

OOH Format:

Outdoor

Country:

Canada

Objective:

When a consumer picks out a paint swatch from a particular brand, it is very difficult to get them to switch to another brand. Sico wanted to put colour swatches directly into consumer’s hands at the inspiration phase in an unexpected way.

Target Group:

Consumers looking to buy paints.

Strategy and Media Used:

At a Montreal park, consumers could choose a Sico paint swatch and scan it, which ignited an LED light display of their favorite colour all over the park. A 60 second video of the experience was broadcast on the web to more than two million Quebecer’s.

See the video at https://youtu.be/IPdu6XFs9JA

Results:

Consumer’s consideration towards buying the brand rose 19% in Quebec and retails sales increased 7.4% during the campaign.