An integrated marketing communications campaign for Boysen KnoxOut

• Main Authors: Alimario, Alimario Kristian M., Javellana, Kim Sheba A., San Antonio, Jenell P., Torres, Tracy Angelique T., Yabut, Aristotle John A.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18071
• Institution: De La Salle University

Since 1960, Pacific Paint has been contributing innovations in the paint industry. These continuous innovations helped Pacific Paint become the leading paint manufacturer in the Philippines today. In 2009, they launched a revolutionary product, which is a first of its kind. Boysen KNOxOUT is considered a break-through in the industry, making it the first ever air-cleaning paint. It has no direct competitors but treats all other kinds of paint as competition. The campaign's main objective is to raise brand awareness and create preference over other brands. Taking into consideration that the product is an unsought good, it focused on the brands ability to make a difference. The campaign highlighted its unique selling proposition of being the first paint that can lessen air pollution, which led to the big idea, paint a difference. Consumers nowadays think that the only purpose of wall paints is to beautify surfaces. Using the idea, the campaign wants to change this perception that paint can go beyond its sole purpose. Boysen KNOxOUT can cover surfaces and at the same time serve as an air-cleaning paint that helps the environment. The target market of the campaign is homeowners from the classes AB aged 30 40 years old who are considered the end-users. Professionals directly involved in the design industry, Architects, Interior Designers, Civil Engineers and Building Administrators, are also tapped by the campaign. Communicating the message to these target market can help the campaign reach its objective. The campaign will run for six months, January June 2012. Having a budget of Php 25 Million. The media mix is composed of an equal share of above-the-line and below-the-line efforts, to be able to utilize the allocated budget. The campaign's central strategy is an event. This event will be promoted through traditional advertisements including print, out of home and television. Non-traditional efforts include ambient, digital, public relations and in store activation. Promotional efforts for the event are heavy while digital efforts will continue from start until the end of the campaign. The effectiveness of this campaign will be measured through the number of attendees in the event and involvement of the market in digital efforts.