Valspar Paint
Campaign: Valspar Paint
Date: April 2009
Target Audience: Home owners with a higher than average HHI within a 22 mile radius surrounding Toronto, and a 7.5 mile radius from a Lowe’s store radius
Objective: To use digital out-of-home as a competitive advantage in order to enhance consumer brand awareness and the Valspar brand image utilizing a creative full motion medium:
- Increase awareness of Valspar paint products, its high quality, and where it is available
- Target potential consumers within a 7.5-mile radius of Lowe’s stores in Toronto
Execution: Working closely with MPG Canada, ADCENTRICITY was able to identify the target audience within Toronto and the Lowe’s store radius to develop a strategic plan. From there, utilizing ADCENTRICITY‘S platform ADVenue, over 400 screens in convenience store, entertainment, health care, hospitality, office building and personal care venues within a 7.5-mile radius of a Lowe’s store location were selected.
Results: The ten week campaign was very well received which enabled ADCENTRICITY to over deliver on the total ad plays by over 120%. The 15-second ad was played in more than 80 venues providing 3,753,112 plays with an audience impression of over 28,000,000.
This campaign is a great example of a very effective ad created using a small budget. The Valspar ad spot was created utilizing components of Valspar’s existing broadcast TV spot and through applying quality after effect features to static brand assets. Although it is usually not recommended to use a television ad for digital advertising, with the right adjustments it can be made effective and remain within a small budget.
