THE SECOND TAGBrand: NANOPRO – Kova

Integrated campaign

Communication targetSpecification watchers – understand why better

specifications matter, understand technology

and are not afraid of it, choose quality over price

USPNano silicate paint – the latest and greatest

scientific breakthrough by KOVA

Communication objectiveMake NANOPRÔ the future of paints

=> Emphasizing the NANOTECHNOLOGY

AESTHETICSeeing ads, TVC,catalogue,…

=> Having an

ABSTRACT SENSE

of the finished surface

(smooth, glossy, harmonious

color,…) then

choose by feeling

RATIONAL

BENEFITSBeing advised by specifiers,

influencers, other users

=> Having a

RATIONAL SENSE

of the functional

benefits of product

CHALLENGEBuild a strong abstract concept to enhance the rational sense

of product’s numerous benefits, which is assured by the

strong reason to believe – the NANOTECHNOLOGY

What brand wants to say

Making NANOPRÔ the future of paints

Emphasizing the NANOTECHNOLOGY

What consumers need to know

Being given detailed, convincing

rational benefits, and an

abstract sense to enhance

What has been said and known

Rational: each competitor tries to

own just ONE spec (color,

protection from weather,…)

Abstract: by seeing and touching

Judging the quality

of finished paint by

knocking on it to

feel from the finger

and hear the sound

Using SOUND to

provoke abstract sense,as NANOPRO results in

“tougher surface”

finished paint

which creates distinct sound

from paint of lower quality

THE SOUND

OF NANO

TVC• S1: A man asked to tell the different

one out of the walls painted with THE

SAME COLOR but different paints=>

unable

• S2: The man asked to try “Knock on

it” => he finds the sound from the last

wall different from others, he keeps

knocking and makes sound like music

• S3: Music fastens, the scene

demonstrates the NANOTECHNOLOGY

• S4: The tagline of NANOPRO brand

“Knock on it” POSTER• Poster made up of special materials

(real NANOPRO paint coat if possible)

that creates sound and “tough” feeling

• Interactive digital posters

Thank you