The Magic of Coloursx
The Magic of Colours
Media Innovation Awards
Consumer Packaged Goods
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.
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
Consumer’s consideration towards buying the brand rose 19% in Quebec and retails sales increased 7.4% during the campaign.