Valspar: GO BIG, GO BOLD, GO DO!

Credits & Description:

Category: Best Use of Integrated Media

Advertiser: VALSPAR

Product/Service: VALSPAR PAINTS

Agency: MPG

Date of First Appearance: Apr 1 2010

Entrant Company: MPG, New York, USA

Vice President Group Account Director: Tim Zayed (MPG)

Media Supervisor: Janelle Healy (MPG)

Media Planner: Nicole Bahls (MPG)

Vice President Group Account Director: Karin O’Connor (Media Contacts)

Media Planner/Buyer: Christine Sadalski (Media Contacts)

Media Planner/Buyer: Abby Smidt (Media Contacts)

Media placement: Magazines - Elle, This Old House, Real Simple, Food & Wine, GQ - April 12, 2010

Media placement: TV - AMC, A&E, DIY, HGTV, History, Lifetime Movie - April 12, 2010

Media placement: Display - Apartment Therapy, Blogher, DIY.com, GQ.com.HGTV.com - April 5, 2010

Media placement: Search - Google, Yahoo!, Bing - April 5, 2010



Insights, Strategy & the Idea

When Valspar launched commercially in 2007, paint brands focused marketing on rational attributes (brand heritage, paint coverage, etc.) and creative/media plans were interchangeable. Valspar changed the rules and focused on the highly emotional message of color with innovative TV/print placements – a category first.



Competitors saw Valspar’s success and followed suit, leaving consumers to once again view all paint brands the same.



We needed to drive sales by positioning Valspar as “unique” in the eyes of consumers. Again.



Specifically increase:

• Sales 5%

• Unaided awareness 5 points

• Consideration by 5.8 points





Valspar’s target audience, Makeover Mavens, look for decorating inspiration from the world around them; it’s a form of self-expression.



But their confidence is a facade; they’re too proud to ask for help. 25% seek advice when paint shopping.



We provided guidance/advice to the minority while inspiring confidence in the majority. We built consumer confidence through experience, fashion, action and multiple touchpoints.



Creative Execution

Experience: Integrations in History Channel’s mini-series America – the Story of Us highlighted Valspar’s 200+year expertise in paint/coatings. One episode revealed how Valspar stopped moisture corrosion on Lindbergh’s first transcontinental flight, instilling confidence and credibility, and ensuring consumers would be more engaged next time they encountered Valspar.



Fashion: Media-first marriage of GQ magazine’s fashion authority with independent blog Apartment Therapy’s (AT) home design expertise inspired Male Mavens:

• Eight-page booklet featured six quintessential men’s style for Summer; GQ’s and AT provided clothing and home styling advice

• Four regional (Midwest/East/Southwest/West) inserts highlighted a road tour of men’s homes and subsequent makeovers on custom blogs

Action:

Dwell:

• “Color Bars,” a 12-page never-been-done-before unit, coordinated Valspar colors with editorial home photos and identified colors in a non-intrusive way (magazine well)

• Strips included the color name and number, culminating in a rainbow



BlogHer Network: High-profile bloggers conducted home makeovers, seeking viewer advice for Valspar gift cards



Do-it-yourself: On-air/online delivered step-by-step makeover instructions



Results and Effectiveness

We put the fun back into the paint category by focusing on the highly emotional (yet simple) concept of color to break through the competition and position Valspar as the authority on home decorating. With unique integrations on TV and a category-first crossover of print and online, we empowered Makeover Mavens to go big, go bold and go do while increasing sales 8%, unaided awareness jumped by 8 points and consideration rose 10 points!