Campaign details

Brand: Jotun Fenomastic Wonderwall
Brand owner: Jotun
Lead agency: Wunderman Dubai
Contributing agencies:
Country: Middle East & North Africa
Industries: Home improvement
Media channels: Content marketing, Direct marketing, Online video, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

The interior paints market in the Middle East was in decline for more than five years. Jotun, the market leader, depended on innovations to keep growing, including new premium product Fenomastic Wonderwall. Jotun needed to convince consumers of the new product's benefits when the only thing they cared about was selecting a colour.

The starting point of this campaign was to understand what functional benefit was most important to consumers. Jotun found that the core audience were parents, and that for them washability was most important. Research also found that though children have limitless imagination and creativity, parents often restrict their kids and don't allow them to make their own decisions.