Leo Burnett Singapore rolled out an ambient piece for Nippon Paint’s Weatherbond product recently at the bustling Marina Square Shopping Mall – one of the largest shopping malls in Singapore.
“In today’s advertising environment, ambient advertising has continued to grow from strength to strength. The challenge we had was how to communicate the benefits of the product in a real, impactful manner and yet in the true spirit of the best ambient media, not feel forced into the surrounding environment.”
— chris chiu, Executive Creative Director, Leo Burnett Singapore
Aiming to illustrate the effectiveness of Weatherbond as a high performance exterior paint, the agency created a scenario where one would be able to recognise the torrential downpour houses from around the region are exposed to during the wetter seasons and more importantly, appreciate how Nippon Paint can help.
Timed to launch during the current monsoon season, the primary target audience of the ambient piece are homeowners whose home exteriors tend to deteriorate rapidly due to the prolonged heavy rains and as such, are on the look out for a strong weather-resistant
paint for protection.
On the creative idea, Chris Chiu, Executive Creative Director, Leo Burnett Singapore said: The team did a brilliant job accomplishing all this with a remarkably simple idea - simulating a torrential downpour on a house. More importantly, however was how they utilised the existing elements with the surrounds of the mall to do this. Resulting in the product message being communicated in a non-intrusive yet pleasantly surprising way that managed to stop passers-by and capture their attention.