DuraCoat Gets Consumers to 'Ask the Experts'

In Kenya, Paint Brand Uses Knowledge to Challenge Market Leader

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Brand: DuraCoat
Brand Owner: Basco Paints
Category: Household goods
Region: Kenya
Date: July 2007
Media Agency: MediaCom
Other Agencies: JWT
Media Channels: Category breaker, events, TV

DuraCoat needed to differentiate itself from and challenge the market leader in the Kenyan paint market. Crown Paints was dominant due to lengthy market presence and strong brand equity.
Duracoat ad

Duracoat used professional contractual painters in their ads, with the intended inference that because he's an expert, his paint must also be the best.

The target audience was consumers -- house owners and tenants -- whose paint knowledge is usually limited to color choice, beyond which they rely on the professionals to advise them on which brand to purchase.

DuraCoat's insight was to build its strategic platform around "expertise," positioning itself as a brand endorsed by experts, in this case contractual painters. Their "hero" for the campaign is an expert painter who uses DuraCoat, with the intended inference that because he's an expert, his paint must also be the best.

The campaign was executed through-the-line, using traditional and nontraditional media, riding all the way on the expertise theme. A nationwide program targeted aspiring painters, training them in improving their painting skills, color co-ordination, etc. Participating painters were equipped with new branded overalls and tools, and given certificates of competence on completion.

Experiential methods for the public included in-store activations with experts demonstrating how to mix shades and paint properly. A sponsored local TV program called "Extreme Make Over" is planned for the autumn.

The campaign was reportedly rated as the most effective and memorable in the past three months countrywide, with articles written across print titles referring to "ask the experts" as a way of engaging both consumers and professionals. Paint ceased to be the ordinary white or cream walls in most homes as people experimented with the variety of shades offered by DuraCoat. Overall sales increased by more than 30%.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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