General information
Country: Bulgaria
Company: The Sales House
Client: Orgachim JSC, Leko
Sector: Painting and coating
Time Period: 10 June – 4 July 2024
Media: branded channel and programs on HGTV with extensions radio, OOH and digital
Campaign objectives: Emphasize the leadership position of Leko with Silver ions paint.
- Highlight the healthy benefit of the product, using silver ion technology.
- Present the new look of Leko products’ packaging.
- Emphasize the brand’s image as being innovative and health-oriented.
- Encourage brand consideration for the audience next interior painting project.
Context
Leko is an interior paint brand who distinguishes itself from regular brands by highlighting the healthy aspect:
- Their slogan is slogan “Home after home, we create a safe environment”.
- The brand uses silver ion technology that has antimicrobial benefits.
The brand company Orgachim JSC wants to keep the leadership position of Leko as best known and preferred brand among Bulgarians.
The audience of HGTV (Home&Garden TV) fits perfect with the target of Leko. However, the creative options are limited. Overlay insertions ad forms are not allowed in the channel.
Creative Minds
The original TV Commercial of the client was the basis to create a compelling campaign on the makeover of Leko. The brand’s new look was revealed by means of 3 ad forms on the national channel HGTV (Home Garden TV): an ident commercial, a sponsored channel promo announcement and a billboard.
- The national coverage stresses the leadership position of the brand.
- By branding the channel and programs of HGTV, the campaign refers to the painting product of Leko. The ad forms are used as makeover and can be seen as a true reveal of Leko’s new look.
- Viewers of HGTV are perfectly in target: home owners, renovators and DIY-enthusiasts who are interested in home improvement.
The timing of the campaign was well considerate: in Summer, being the most active period for home renovation decisions.
The commercial content showcases several situations, thereby highlighting the brand as appropriate for every home, every house in Bulgaria. On top of that, the campaign zooms in on the native Bulgarian origin of the brand.
Campaign videos
Format: ident commercial
Format: sponsored promo
Format: billboard
Results
It is wonderful example of what makes branding content a success: embracing and leveraging the fit between channel/program and brand/product. The entire execution of the campaign elaborates on the semantic definition of painting and makeover. The ad forms become painting/makeover products themselves and give a deeper meaning to the entire campaign.