Insignia’s Coral Paints is Tanzania’s leading integrated provider of a product range that covers the entire gamut of specialty paints, coatings and surface treatments.
The brand expected a communication bound to no specific geography, it aimed for a global appeal with the vision to go international. Thus, an apt approach and communication strategy was required appealing to the customers irrespective of their nationality.
Pineapple, at first approached by Coral Paints for designing a Calendar, took the opportunity to redefine the effective communication for an undisputed market leader. The brand being a known product category, acted as an advantage for skipping the step of elaborating the product usage to the target audience. Therefore, an emotional approach proved to be an appropriate brand behavior as a leader, initiating stronger emotional connect with the target market.
Pineapple rightly recognized the role of colours in psychology and why we relate various colours with the situations and phases of life. The reason being, colours according to its shade have the ability to stimulate response influenced by the nature and nurture of humans. Thus, we creatively cracked a core thought as ‘Every colour evokes certain Emotions’.
We used various painting tools like the paint brushes, rollers, paint containers as props, for the creative execution of the core idea. An invigorating array of colours was used to enhance the core concept, with a global appeal. The attractive illustrations of Coral Paints spoke a thousand words, eliciting several emotions with the colour.
Striking the right chord suitable for an entire communication roll-out, the company then approached us for its OOH Communication.